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.

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%).

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. ︎

For the first time in the series, the device offers a 200MP ultra-high-resolution main camera and the powerful Snapdragon 8 Elite for Galaxy processor.

Also equipped with a ProVisual Engine boasting more than 160 AI-powered imaging technologies, Galaxy Z Fold7 seamlessly merges flagship camera performance and intelligent processing in a versatile foldable design.

From filming vivid night videos to capturing more of the world with its ultra-wide lens, here’s how the thinnest and lightest Z Fold yet is built to keep up with your creative vision.

200MP Sensor: Next-Level Clarity in Every Frame

▲ The upgraded camera system takes your photography to the next level.

At the heart of Galaxy Z Fold7’s camera system lies its 200MP wide-angle camera, the same found in Galaxy S25 Ultra and the highest-ever resolution sensor in the Z Fold series. With it, you can now capture every nuance of a scene, from the rich textures and colors of clothes in your holiday photos to the delicate contours of the vast landscape behind you. Here are some of the key benefits of Galaxy Z Fold7’s wide-angle camera:

• Captures shots that are 44% brighter and 4 times more detailed than those taken with Galaxy Z Fold6, ensuring every image is vivid, textured and ready to share.
• Maintains image quality at 2x optical-grade zoom, delivering sharp, clear results even when digitally zooming in — so you can reframe or crop images without sacrificing detail.
• A shutter speed that is up to 7 times faster, enabling you to take crisp, detailed photos of important moments.

▲ The 200MP sensor ensures you can capture every detail.

Looking to highlight the intricate details of your latest artwork or piece of jewelry? The enhanced 12MP ultra-wide lens on Galaxy Z Fold7 now supports auto focus, enabling macro photography, so you can take close-ups with exceptional sharpness and depth.

To maintain precise focus at close range, the device leverages Dual Camera Depth Calibration — a system that intelligently gauges subject distance and seamlessly switches between the wide and ultra-wide cameras when needed. This allows you to achieve consistent sharpness without manually changing cameras. The addition of autofocus to the ultra-wide camera further enhances accuracy, making it easier than ever to shoot detailed close-ups with clarity.

Fit the Whole Crew in Wide-Angle Selfies

▲ The 100-degree front camera on the main display allows you to take large group selfies with ease.

Getting everyone in the frame no longer means stretching your arm to the limit or asking the group to back up. The enhanced 100-degree front camera on the main display captures more of the scene so you can easily fit everyone in the shot. Features and upgrades include:

• Front camera photos that are 25% wider and 2.5 times clearer compared to those taken with Galaxy Z Fold6.
• The camera uses Wide Distortion Correction, which automatically adjusts proportions and reduces distortion when faces are near the edges of frames, allowing everyone to look more natural in wide shots.
• More natural skin texture on photo subjects, thanks to AI-driven adjustments optimized for the selfie experience.
• Enhanced HDR processing for portraits that prioritizes the subject for more true-to-life rendering.
• AI-powered filters trained on over 5,000 real analog film images, letting you fine-tune your photos based on contrast, saturation and color temperature to achieve a look that blends natural aesthetics with artistic expression.

Light Up Night Shoots With the ProVisual Engine

▲ Grainy and blurred night videos are a thing of the past with Galaxy Z Fold7.

Galaxy Z Fold7 shines brightest after dark, thanks to its AI-powered ProVisual Engine that processes images faster¹ and optimizes every scene.

The energy of an evening concert or a night out with friends can be recorded in stunning clarity. By analyzing movement and light in real time, Galaxy Z Fold7 reduces noise effectively and delivers crystal-clear results — even in challenging low-light conditions:

• Enhanced Nightography leverages an advanced Spatio-Temporal Filter that analyzes pixel data both within each frame and between frames. When analyzing across multiple frames, it separates the subject from the background to reduce background noise. Footage quality is further refined as noise is removed based on continuous pixel patterns within individual frames. The result is sharper, clearer night footage with natural light and fine detail.

Videos get a further boost from the introduction of advanced 10-bit HDR video recording:

• Overall color expression is enhanced with 4 times richer contrast and a wider dynamic range compared to standard 8-bit recordings.
• Galaxy Z Fold7 supports Hybrid Log Gamma (HLG²), ensuring broad compatibility with regular displays and TVs.

LOG video recording is supported as well — particularly useful for creators who want more flexibility during post-production. Videos can be edited with greater ease, thanks to:

• The 10-bit High Efficiency Video Coding (HEVC³) codec for advanced compression and editing freedom.
• The ability to fine-tune color grading using Samsung Look-Up Table (LUT⁴), right from the device.

A Portable Editing Studio Right in Your Hands

▲ Remove unwanted objects in an instant with Generative Edit.

With Galaxy Z Fold7, there’s no need to get back to your desk before editing content. The device itself is your own portable creative studio, with its large display allowing you to edit like a pro — anytime, anywhere with precision like never before:

• Generative Edit, enhanced with a refined AI model and more advanced prompt processing, now delivers an 18-fold reduction in the mis-generation rate and a 4-fold cut in texture distortion compared to Galaxy Z Fold6. The upgrade allows you to effortlessly remove unwanted objects — along with related elements such as shadows or reflections — adjust angles, and naturally fill in backgrounds, resulting in polished, professional-quality photos.
• Through Galaxy AI’s scene-understanding capabilities, Suggest Erases proactively suggests edits like removing passersby or other distractions in photos for flawless, clean shots.
• Side-by-Side Editing lets you compare original and edited versions of your photos in real time for quick editing on the go.
• Improved with advanced AI prompt engineering, Portrait Studio helps pet lovers and portrait enthusiasts alike refine images to capture vibrant expressions and striking profiles.

Unfold Your Creativity

Galaxy Z Fold7’s next-generation camera and editing tools make creating high-quality content simpler, faster and more intuitive than ever before. More than just a foldable, Galaxy Z Fold7 takes your craft to new heights as your personal creative assistant.

¹ Galaxy Z Fold7 processes images 27% faster than Galaxy Z Fold6.
² Hybrid Log-Gamma is an HDR standard that provides backwards compatibility with non-HDR monitors such as SDR, while also achieving a wider color range for HDR monitors.
³ High Efficiency Video Coding (HEVC) is a video compression standard designed to offer improved video quality and a higher average bitrate reduction than its predecessor, Advanced Video Coding (AVC).
⁴ Samsung Look-Up Table (LUT) is a pre-defined set of color adjustment values that can be applied to footage during post-production to achieve the desired visual style and color representation.