Galaxy AI helps them stay present in the moment Samsung has created the 'One Shot Challenge', encouraging smartphone users to stay present in the moment and take less photos, with the confidence of Galaxy AI Photographer Tom Craig tries the challenge on the busy streets of London
As the year draws to a close, Samsung encourages people to stay "present" in the moments with friends and family this holiday season. More than half of Europeans (57%) who took part in the relevant research commissioned by Samsung admit that taking photos distracts them from fully enjoying the moments they are trying to capture[1].
Samsung launched the 'One Shot Challenge' campaign to encourage users to put down their smartphones and focus on what matters. Galaxy AI and artificial intelligence functions such as Generative Edit[2] can help users bring a photo to the desired effect even with a single shot.
To showcase how easy the technology is to use, Samsung teamed up with acclaimed photographer Tom Craig, known for his collaborations with Vogue and Vanity Fair.
On the streets of London, Tom demonstrates how simple it is to get the perfect shot with Generative Edit on the Galaxy Z Fold7, as he removes traffic from the busy streets of Piccadilly Circus and uses Galaxy AI to fill in the resulting gaps.
A new Samsung survey reveals that almost half of European respondents (45%) feel pressured to capture the 'perfect shot'. Almost three-quarters (73%) say they want to live more in the moment and worry less about getting the perfect shot. This pressure, however, comes from the desire to look back on photo memories in years to come (83%) and the desire to be presentable on social media (30%).
The result is a modern photographic 'dilemma' as, on average, people take six pictures of the same scene, while only 4% take just one. Despite the urge to take multiple shots, nearly a third (28%) have not revisited more than half of their photos since taking them.
When reviewing their photos, almost nine in ten (86%) have noticed elements they wish they could remove, such as irrelevant people in the background (38%), irrelevant objects (33%) or unwanted shadows and reflections (34%). Many spot these photographic "accidents", but 74% have not used artificial intelligence (AI) tools on their smartphones to improve their photos.
Moments European survey participants were distracted by to take photos%Tourist attraction or moment on vacation45%Family gathering or celebration32%Concert or live performance31%Outing with friends28%Christmas or other winter holidays21%Sporting moment19%Milestone event for their child19%
Speaking about the challenge, Tom Craig said: “A lot of great photography happens in that moment: the right look, the perfect light, the right setting. It is disappointing when an unwanted factor spoils this. Smartphones allow us to capture these important moments, but it's vital that we don't get so caught up in the pursuit of the perfect photo that we end up missing the moment entirely."
Users can participate in the One Shot Challenge by sharing their Generative Edit photos on Instagram. They just need to upload them adding #SamsungOneShot.
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About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. inspires the world and shapes the future with disruptive ideas and technologies, redefining the world of televisions, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory systems, LSI and LED solutions. Samsung also promotes medical imaging technologies, HVAC and robotics solutions, while creating innovative automotive and audio products through Harman. With the SmartThings ecosystem, open collaboration with partners and the integration of artificial intelligence across its portfolio, Samsung delivers a seamless and intelligent connected experience. For more information, visit our official site at www.samsung.com/gr and the Samsung Newsroom at https://news.samsung.com/global/.
About Tom Craig
Tom Craig is a renowned British photographer whose work spans editorial, commercial and fine art with striking originality and emotional depth. His images have graced the pages of leading publications including Vogue, Vanity Fair, Esquire and The Sunday Times Magazine, where his narrative lens has captured some of the most compelling figures and moments of our time. His art has earned him multiple accolades, including three nominations or wins for 'British Magazine Photographer of the Year', and The Telegraph's prestigious 'Travel Photographer of the Year'. A regular on the British art scene, Craig exhibited for five consecutive years at the National Portrait Gallery and served as Photographer-in-Residence for the Royal Geographical Society – testament to his enduring cultural relevance and creative versatility.
Research Methodology
Conducted by Opinium Research
Sample: Weighted to be nationally representative, 500 adults from the UK, Netherlands, Denmark, Czech Republic, France, Germany, Poland, Italy, Spain and Austria
Dates: 28 October 2025 – 7 November 2025
[1] Survey conducted from October 28 to November 7, 2025 by Opinum. Weighted to be nationally representative with 500 adults from the UK, Netherlands, Denmark, Czech Republic, France, Germany, Poland, Italy, Spain and Austria.
[2] Generative Edit functionality for Photo Assist requires network connection and Samsung Account login. Editing with Generative Edit can result in a photo being resized. A visible watermark appears in the bottom left of the photo when saving to indicate that the image is AI-generated.
