Photoshop is the granddaddy of image-editing apps, the O.G.
of our airbrushed, Facetuned media ecosystem, and a product so enmeshed in the
culture that it’s a verb, an adjective, and a frequent lament of rappers.
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Photoshop is also widely used. More than 30 years since the
first version was released, professional photographers, graphic designers, and
other visual artists the world over reach for the app to edit much of the
imagery you see online, in print and on billboards, bus stops, posters, product
packaging, and anything else the light touches.
Photoshop dives into generative AI
So, what does it mean that Photoshop is diving into
generative artificial intelligence — that a just-released beta feature called
Generative Fill will allow you to photo realistically render just about any
imagery you ask of it? (Subject, of course, to terms of service.)
Not just that, actually: So many AI image generators have
been released over the past year or so that the idea of prompting a computer to
create pictures already seems old hat.
Hard to tell between the authentic and fake
What’s novel about Photoshop’s new capabilities is that they
allow for the easy merger of reality and digital artifice and they bring it to
a large user base. The software allows anyone with a mouse, an imagination and
$10 to $20 a month to — without any expertise — subtly alter pictures,
sometimes appearing so real that it seems likely to erase most of the remaining
barriers between the authentic and the fake.
Content authenticity initiative
The good news is that Adobe, the company that makes
Photoshop, has considered the dangers and has been working on a plan to address
the widespread dissemination of digitally manipulated pics.
The company has created what it describes as a “nutrition
label” that can be embedded in image files to document how a picture was
altered, including if it has elements generated by artificial intelligence.
The plan, called the Content Authenticity Initiative, is
meant to bolster the credibility of digital media. It won’t alert you to every
image that’s fake but instead can help a creator or publisher prove that a
certain image is true. In the future, you might see a snapshot of a car
accident or terrorist attack or natural disaster on Twitter and dismiss it as
fake unless it carries a content credential saying how it was created and
edited.
“Being able to prove what’s true is going to be essential
for governments, for news agencies and for regular people,” Dana Rao, Adobe’s
general counsel and chief trust officer, told me. “And if you get some
important information that doesn’t have a content credential associated with it
— when this becomes popularized — then you should have that skepticism: This
person decided not to prove their work, so I should be skeptical.”
The key phrase there, though, is “when this becomes
popularized.” Adobe’s plan requires industry and media buy-in to be useful, but
the AI features in Photoshop are being released to the public well before the
safety system has been widely adopted. I don’t blame the company — industry
standards often aren’t embraced before an industry has matured, and AI content
generation remains in the early stages — but Photoshop’s new features
underscore the urgent need for some kind of widely accepted standard.
We’re about to be deluged — or even more deluged than we
already are — with realistic-looking artificial pictures. Tech companies should
move quickly, as an industry, to put in place Adobe’s system or some other kind
of safety net. AI imagery keeps getting more refined; there’s no time to waste.
Indeed, a lot of recent developments in AI have elicited the
same two reactions from me, in quick succession:
Amazing! What a time to be alive!
Arghhhh! What a time to be alive!
That’s roughly how I felt when I visited Adobe’s
headquarters last week to see a demo of Photoshop’s new AI features. I later
got to use the software, and while it’s far from perfect at altering images in
ways that aren’t detectable, I found it good enough often enough that I suspect
it will soon be widely used.
An example: On vacation in Hawaii this year (a tough life, I
know), I snapped a close-up photo of a redheaded bird perched on an outdoor
dining table. The picture is fine, but it lacks drama. The bird is just sitting
there flatly, as birds do.
In the new Photoshop, I drew a selection box around the
table and typed in “a man’s forearm for the bird to perch on.” Photoshop sent
my picture and the prompt to Firefly, the AI image-generation system that Adobe
released as a Web app this year. After about 30 seconds of processing time, my
picture was altered: The wooden table had been turned into an arm, the bird’s
feet pretty realistically planted on the skin.
As you can imagine, I lost many hours experimenting with
this. Photoshop offers three initial options for each request (the other
choices for my perching bird had one much hairier arm and one much more
muscular, but both looked a bit unnatural) and if you don’t like any of them,
you can ask for more.
Sometimes the results aren’t great: It’s bad at creating
images of people’s faces — right now, they look strange — and it fails at
delivering on very precise requests: When I didn’t specify a skin color, the
forearms it gave me for the bird to perch on were all fair; when I asked for a
brown arm to match my skin tone, I got back images that didn’t look very
realistic.
Still, I was frequently staggered by how well Photoshop
responded to my requests. Items it added to my photos matched the context of
the original; the lighting, scale and perspective were often remarkably on
target.
By default, images that you create with the Web version of
Firefly are embedded with Adobe’s content credentials disclosing that they were
generated by AI. But in this beta version, Photoshop doesn’t automatically
embed this tag.
You can turn on the credential, but you don’t have to. Adobe
says that the tag will be required on images that use generative AI when the
feature comes out of beta. Requiring this will be essential — without it, any
lofty plans Adobe has to maintain the line between genuine and phony images
won’t be very successful.
But even if you do attach a credential to your photo, it
won’t be of much use just yet. Adobe is working to make its content
authenticity system an industry standard, and it has seen some success — more
than 1,000 tech and media companies have joined the initiative, including
camera makers like Canon, Nikon and Leica; tech heavyweights like Microsoft and
Nvidia; and many news organizations, such as The Associated Press, the BBC, The
Washington Post, The Wall Street Journal and The New York Times. (In 2019,
Adobe announced that along with the Times and Twitter it was starting an
initiative to develop an industry standard for content attribution.)
When the system is up and running, you might be able to
click on an image published in the Times and see an audit trail — where and
when it was taken, how it was edited and by whom. The feature would even work
when someone takes an authentic image and alters it. You could run the altered
pic through the content credential database, and it would tell you which true
image it was based on.
But while many organizations have signed on to Adobe’s plan,
to date, not many have carried it out.
For it to be maximally useful, most if not all camera makers
would have to add credentials to pictures at the moment they’re taken, so that
a photo can be authenticated from the beginning of the process. Getting such
wide adoption among competing companies could be tough but, I hope, not
impossible.
In an era of one-click AI editing, Adobe’s tagging system or
something similar seems a simple and necessary first step in bolstering our
trust in mass media. But it will work only if people use it.
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