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 are not alone
According to new research by Samsung, as many as 57 per cent of Europeans admit that taking photos distracts them from the moment they are trying to experience. This most often happens during:
sightseeing and holiday attractions – 45 per cent.
family gatherings – 32 per cent.
concerts – 31 per cent.
going out with friends – 28 per cent.
holidays and winter celebrations – 21 per cent.
What’s worse, almost half of people (45 per cent) feel pressure to take the "perfect photo," although 73 per cent would prefer to live in the moment, rather than constantly adjusting the frame.
One picture is enough. The rest is the magic of Galaxy AI
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 was 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 nervous “clicking” of a series of photos and complete focus on what is happening here and now. Samsung demonstrates through the photos from Piccadilly Circus that the phone will do its job later — the user no longer has to miss a moment to “capture” the perfect shot.
Europeans want AI, but… they aren't using it
Samsung's research reveals another interesting fact:
86% of people noticed distracting elements in their photos that they would like to remove
but as many as 74% have never used AI to improve them
This means that most of us want better photos but do not want to spend time on them. Samsung claims this is where Galaxy AI comes in. From 25th November, users can participate in the campaign by posting their photos edited with Generative Edit on Instagram under the campaign hashtags.
Craig is one of the most important British photographers of recent years. He has been published in top magazines, has had five exhibitions at the National Portrait Gallery and received the title of "Travel Photographer of the Year" awarded by The Telegraph.
