Katarzyna Petru
Samsung has officially launched a new campaign called “One Shot Challenge”, which has one goal: to help people take fewer snaps and live in the moment more. At the heart of this initiative is the Galaxy Z Fold7 and the Galaxy AI features, especially Generative Edit — a tool that can fix a photo after it has been taken.
Are you taking photos on holiday and… stopping yourself from experiencing anything? You’re not alone
According to new research by Samsung, as many as 57 per cent of Europeans admit that taking photos pulls them out of the moment they’re trying to experience. This most often happens during:
sightseeing and holiday attractions – 45 per cent.
family gatherings – 32 per cent.
concerts – 31 per cent.
just hanging out with friends – 28 per cent.
holidays and winter celebrations – 21 per cent.
What’s worse, almost half of people (45 per cent) feel the pressure to take the “perfect photo,” although 73 per cent would prefer to live in the moment instead of constantly adjusting the frame.
One photo is enough. The rest is Galaxy AI magic
The campaign featured renowned photographer Tom Craig, who publishes in Vogue and Vanity Fair, among others. Samsung took him to the streets of London to see if it's possible to take the perfect photo… without perfect conditions. Craig used the Galaxy Z Fold7, took one shot, and then, using Generative Edit:
removed cars and pedestrians,
filled in empty spaces,
straightened the frame and improved the composition.
The result? No frantic snapping of multiple photos and complete focus on what’s happening here and now. Samsung demonstrates through the photos taken at Piccadilly Circus that the phone will handle it later — the user no longer needs to waste a moment to 'capture' the perfect moment.
Europeans want AI, but… they don't use it
Research from Samsung shows yet another interesting thing:
86 per cent of people noticed distracting elements in their photos that they would like to remove
but as many as 74 per cent have never used AI to improve them
This means that most of us want better photos, but don't want to spend time on them. Samsung claims that this is where Galaxy AI comes in. From November 25, users can participate in the campaign by posting their photos improved with Generative Edit on Instagram under the campaign hashtags.
Craig is one of the most important British photographers of recent years. He has publications in top magazines, five years of exhibitions at the National Portrait Gallery, and the title of "Travel Photographer of the Year" awarded by The Telegraph.
