NOW PHOTOSHOP. THE RESULTS MAY MAKE YOU QUESTION WHAT YOU SEE. >> TECHNOLOGY MAKES IT DIFFICULT, MAYBE EVEN IMPOSSIBLE TO TELL WHAT'S REAL AND WHAT'S NOT. >> Reporter: BORN IN 1987, ADOBE PHOTOSHOP BECAME THE WAY A DESIGNER COULD ALTER REALITY. NOW IT TAKES NO MORE SKILL THAN TYPING A NEW WORDS. THAT MEANS ANYONE CAN MAKE AN ALIEN WORLD OR A FAKE NEWS PHOTO. NOW THE NEW PHOTOSHOP ALLOWS YOU TO MAKE NEW PICTURES. PHOTOSHOP HAS BEEN THE VERB FOR CREATIVITY. WILL WE STILL TALK ABOUT IT IN A GENERATION. >> I THINK IT WENT INTO HYPERACTIVE MODE. >> Reporter: WE GOT AN EXCLUSIVE LOOK AT THE AI-POWERED VERSION. THEY WOULDN'T LET ME BRING IN MY OWN IMAGES, BUT THEY SHOWED ME HOW TO MAKE A DOG PORTRAIT FANCIER. >> I COULD SAY SPRING TREES WITH SUNSHINE. AND I'M GOING TO HIT GENERATE. >> WOW! >> Reporter: ADD ARTIFICIAL OBJECTS AND PHOTOSHOP WILL BLEND THEM WITH WHAT'S REAL.
>> HERE'S THE REFLECTION OF EVERYTHING. HOW HARD WOULD THIS HAVE BEEN USING CLASSIC PHOTOSHOP? >> THIS WOULD HAVE LIKELY BEEN EASILY HOURS OF WORK. >> Reporter: IN THE SHORT-TERM, EXPERTS SAY CERTAIN JOBS WILL BE LOST. >> YOU WILL DEFINITELY GET CREATIVE AGENCIES SAY WE DON'T HAVE TO HIRE A $1 MILLION AGENCY TO DO THIS FOR US ANYMORE. BUT YOU WILL FIND AT THE HIGH END, YOU STILL NEED TO HIRE THE BEST ARTISTS IN THE WORLD. AI ART WILL NOT WIPE HIS OWN.
>> IN THE NEXT TWO YEARS, WE EXPECT TO SEE A 5X INCREASE IN THE AMOUNT OF CONTENT PRODUCED. WE ARE CREATING THE OPPORTUNITY FOR CREATIVE PROFESSIONALS TO KEEP UP WITH THE DEMAND. >> Reporter: BUT COMBINING AI WITH REAL PHOTOS RAISES ETHICAL SCENARIOS. WHAT ARE YOU PREPARED TO DO? >> WE HAVE INTRODUCED SOMETHING CALLED CONTENT CREDENTIALS. THAT SAYS ANY CONTENT YOU COME ACROSS ON THE INTERNET WILL HAVE A LABEL. >> Reporter: THAT WILL VERIFY WHETHER YOU ARE SEEING IMAGES MADE OR ALTERED BY AI BECAUSE IN A WORLD WHERE IT TAKES NO TRAINING TO ALTER REALITY, WE NEED TO BE ABLE TO TRUST SOMETHING OTHER THAN OUR EYES. >> JACOB, THERE IS LIKE A GEE WHIZ FACTOR TO THIS, BUT THERE IS A SCARY IMAGE TO THIS.
YESTERDAY THERE WAS AN IMAGE THAT CIRCULATING YESTERDAY OF THE PENTAGON, AND SOME PEOPLE THOUGHT IT WAS REAL. >> THAT'S RIGHT. WE'RE AT THIS PLACE WHERE OUR EYES ARE NO LONGER GOING TO BE THE DIFFERENCE MAKER. NOW, WHEN YOU LOOK CLOSELY INTO THIS FAKE IMAGE, AND, EVERYBODY, THIS IS A FAKE IMAGE, YOU GET TO SEE THERE ARE LITTLE ARTIFACTS IN THERE THAT, IN FACT, SHOW IT IS FACT. BUT IT GOT SPREAD OUT ACROSS TWITTER SO FAST, RIGHT? AND THE S&P 500, YOU KNOW, DIPPED BY $500 MILLION FOR A COUPLE OF HOURS. >> IT AFFECTED THE STOCK MARKET. >> IT AFFECTED THE STOCK MARKET, THAT'S UNBELIEVABLE. >> THAT'S RIGHT.
WHAT ADOBE IS DOING HERE, THEY HAVE THIS THING CALLED THE CONTENT AUTHENTICITY INITIATIVE. WHAT THEY HAVE DONE, THEY HAVE SIGNED A THOUSAND COMPANIES, INCLUDING CAMERA MAKERS, NO PHONE MAKERS YET UNFORTUNATELY, THAT WOULD BASICALLY AGREE TO A COMMON WATERMARK SYSTEM WHERE YOU HAVE A NUTRITION LABEL FOR IMAGES THAT WOULD VERIFY FOR YOU, THIS IS A REAL IMAGE OR NOT. WHAT THEY HAVE SAID TO ME IS WE'RE HOPING TO BASICALLY TRAIN PEOPLE TO LOOK FOR AN IMAGE LIKE THAT. BUT THAT'S A LOT TO ASK IN A WORLD IN WHICH WE ARE GOING TO BE BESIEGED BY THIS KIND OF IMAGERY. >> THEY NEED EVERY PHONE COMPANY TO SAY YES TO THAT.
>> THAT'S RIGHT, EXACTLY. >> MAYBE THAT'S WHERE YOU NEED REGULATION. >> YOU NEED SOME SORT OF COMMON STANDARD HERE. RIGHT NOW, IT USED TO BE YOU COULD LOOK AT IT AND SAY, OH, THIS IS PHOTOSHOPPED. THE WORLD HAS CHANGED. THERE WILL BE TREMENDOUS NEW OPPORTUNITIES FOR CREATIVE ARTISTS. >> IT BEGS THE QUESTION, JAKE, IF THIS IS WHERE WE ARE NOW, WHERE ARE WE 18 MONTHS FROM NOW. >> I WATCHED THE TECHNICIAN TYPE IN WHAT THEY WANT AND, BING, IT GETS ADDED TO YOUR HOME PHOTO, RIGHT? YOU WANTED YOUR FAMILY ON A BEACH? YEAH. WHAT IF WE GO WINTER SNOW INSTEAD? >> THE CONCERN IS NOT JUST, OKAY, IT IS A FAKE IMAGE. HOW DO WE KNOW IF IT'S FAKE? IT OPENS UP THE POSSIBILITY FOR REAL IMAGES FOR BAD ACTORS TO SAY, OH, THAT'S FAKE. >> DOING SOMETHING THEN WILL BE ABLE TO CLAIM IT'S FAKE.
