As the year comes to an end, Samsung is celebrating the joy of festive moments with friends and family, giving consumers peace of mind that their memories will be captured beautifully. With Galaxy AI, it’s easier than ever to enjoy the moment knowing the perfect shot is just one click away. New research reveals that four out of five (84%) Brits feel taking multiple photos can take them out of the moment, but Samsung’s Generative Edit[1] shows that one shot is all it takes.
Samsung is launching the One Shot Challenge to encourage people to capture one shot during moments that matter, as Galaxy AI and features like Generative Edit make it possible to get the perfect shot with just one photo. Giving consumers peace of mind that their memories can be tweaked later.
To showcase how easy using the technology is, Samsung has partnered with renowned photographer Tom Craig, famous for his work in Vogue and Vanity Fair. His One Shot Challenge journey can be seen in a new video here: https://www.youtube.com/shorts/it31g9zYcXU
Taking to the streets of London, Tom demonstrates how Generative Edit on the Galaxy Z Fold7 makes achieving the perfect shot simple, as he removes traffic on the busy streets of Piccadilly Circus and uses Galaxy AI to fill in the blanks. Demonstrating how the perfect shot can be refined later, so capturing memories feels simple and stress free.
Samsung’s One Shot Challenge comes as new research reveals almost three quarters (72%) of Brits feel pressure to capture the ‘perfect shot’. While 68% say they want to enjoy the moment more, this pressure often stems from wanting to preserve memories for the future (83%) and to share their best selves on social media (22%).
The result is a modern photo dilemma seen across the UK. On average, people take six pictures of the same scene, with only 4% taking just one. Despite this impulse to capture multiple shots, nearly a third (31%) haven’t revisited more than half of their camera roll since taking the photos, creating photo graveyards that quietly accumulate on devices.
When reviewing their photos, four in five (83%) have noticed elements they’d love to improve, from photobombers (35%) to stray objects (28%) or unwanted shadows (30%). While many spot these imperfections, 80% haven’t yet explored the AI tools on their phones that can transform their images. With Galaxy AI, those moments can be polished to perfection, giving peace of mind that every shot is worth keeping.
Talking about the challenge, Tom Craig said: “So much of great photography happens in the moment, the right look, the perfect light, the exact setting. It’s frustrating when an unwelcome distraction ruins that. 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.”
Benjamin Braun, Chief Marketing Officer at Samsung Europe said, “At Samsung, we know life’s best moments happen when we’re fully present, but we also want to capture these memories to cherish forever. The One Shot Challenge encourages everyone to enjoy those moments while still taking perfect photos effortlessly. With Galaxy AI’s Generative Edit, you can focus on living the experience, confident that every shot can be edited beautifully and your camera roll will be filled with pictures you truly love.”
Samsung is inviting consumers to join the One Shot Challenge by sharing their pictures made perfect by Generative Edit on Instagram. Simply tag them #SamsungOneShot.
For those who want to try the power of Galaxy AI and Generative Edit for themselves, this Black Friday, you can save £250 on the Galaxy Z Fold7, plus get a guaranteed £100 off when you trade in any smartphone, in any condition[2] at: https://www.samsung.com/uk/offer/black-friday/
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] Generative Edit feature for Photo Assist requires a network connection and Samsung Account login. Editing with Generative Edit may result in a resized photo up to 12MP. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.
[2] Purchase from samsung.com by 02.12.25. £100 based on any smartphone in any condition. Values over £100 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount.