Capture Less, Live More: Samsung Introduces ‘One Shot Challenge’ Powered by Galaxy AI

On the bustling streets of London, Galaxy Z Fold7 and Galaxy AI¹ are put to the test — suggesting the era of photo graveyards may be over

Samsung Electronics today launched its new “One Shot Challenge” campaign, showcasing the simplicity of shooting with Galaxy AI. Created in collaboration with acclaimed photographer Tom Craig, the film highlights how the Generative Edit feature on Galaxy Z Fold7 makes capturing the ideal shot effortless.

As the year comes to a close, Samsung is encouraging people to stay present with friends and family this festive season. New European research² from the company shows more than half of respondents (57%) say taking photos pulls them out of the moment they’re trying to enjoy.

In the film, acclaimed photographer Tom Craig — whose work has appeared in Esquire, Vanity Fair and Vogue — demonstrates how Galaxy AI features like Generative Edit³ help users get the perfect shot while keeping their focus on what matters.

▲  Before: An unedited photo of Piccadilly Circus shot on Galaxy Z Fold7

▲  After: Using Generative Edit, traffics in the background can be removed with a single tap

He uses Generative Edit on Galaxy Z Fold7 to remove traffic from Piccadilly Circus and fill in missing details — proving perfection can come later, without the hassle of snapping multiple shots.

The research also indicates that nearly half of respondents (45%) feel pressure to capture the perfect photo. Almost three-quarters (73%) say they want to live in the moment more and worry less about getting the right picture, yet many say this pressure stems from wanting to preserve memories (83%) or look good on social media (30%).

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When reviewing their photos, about nine in ten respondents (86%) have noticed background elements they wish they could remove — including photobombers (38%), stray objects (33%) and unwanted shadows or reflections (34%). Despite these distractions, 74% have never used AI tools on their smartphones to fix them.

Key moments people say they’ve missed because they were busy taking photos include family celebrations, tourist landmarks and even milestones in their children’s lives:


“So much of great photography happens in the moment, the right look, the perfect light, the exact setting. It is frustrating when an unwelcome distraction ruins that,” said Tom Craig. “Our smartphones give us the power to capture these important moments, but it’s crucial not to get so caught up chasing the perfect picture that we end up missing the moment entirely. The One Shot Challenge is about empowering everyone to capture beautiful memories and get back to enjoying them immediately, safe in the knowledge that Generative Edit can perfect the details later.”

“At Samsung, we know life’s best moments happen when we’re fully present — but we also want to capture memories we can cherish,” said Benjamin Braun, chief Marketing Officer at Samsung Europe. “The One Shot Challenge encourages people to enjoy those moments while still taking great photos effortlessly. With Galaxy AI’s Generative Edit, you can stay focused on the experience — confident that every shot can be beautifully refined.”


Starting November 25, users can join the campaign by sharing pictures perfected with Generative Edit on Instagram.

About Tom Craig

Tom Craig is a celebrated British photographer whose work spans editorial, commercial, and fine art spheres 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 storytelling lens has captured some of the most compelling figures and moments of our time.

His artistry has earned him multiple accolades, including three nominations or wins for ‘British Magazine Photographer of the Year’, and the prestigious title of The Telegraph’s “Travel Photographer of the Year.”

A regular fixture in 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, the Netherlands, Denmark, Czechia, France, Germany, Poland, Italy, Spain, and Austria
Fieldwork dates: 28 Oct 2025 - 7 Nov 2025





¹ Galaxy AI basic features provided by Samsung are free. Future releases may include enhanced features or new services offered on a paid basis. Different terms may apply to AI features provided by third parties. Galaxy AI basic features refer to the services listed under "Advanced intelligence" in the current Samsung Services Terms and Conditions.
² Research conducted from October 28 to November 7, 2025 by Opinium. The sample was weighted to be nationally representative of 500 adults from Austria, Czechia, Denmark, France, Germany, Italy, the Netherlands, Poland, Spain and the U.K.
³ The Generative Edit feature for Photo Assist requires a network connection and a Samsung Account login. Editing with Generative Edit may result in a resized photo of up to 12MP. A visible watermark will appear on the saved image to indicate it was generated by AI. The accuracy and reliability of the generated output are not guaranteed.