As the holiday season approaches, Samsung is urging Danes to spend less time behind their phone cameras and more time in the moment. New survey data shows that more than half of Danes (55%) feel distracted at social events because they are busy taking photos, prompting the company to introduce the One Shot Challenge.
The initiative is designed to push back against pressure to capture “perfect” photos — pressure that nearly two in five respondents say they feel. At the same time, 68% of those surveyed said they would rather enjoy an event than worry about documenting it.
Memory vs. Presence
Although photography remains an important way to preserve memories — 83% of respondents said they take pictures so they can look back on key moments — many Danes rarely revisit their images. Half the respondents (49%) said they review their photo albums only a few times a year, while just 10% do so weekly.
Many people still end up dissatisfied with their shots: 47% reported noticing something in images they wished they could remove. The most common frustrations were strangers appearing in the background (49%) and unwanted shadows or reflections (33%). Despite these annoyances, only 20% have tried AI-based editing tools.
AI as a Safety Net
Samsung says the One Shot Challenge encourages people to put phones away during important moments and rely on post-processing instead. Leveraging Galaxy AI and features such as Generative Edit, users can refine their images afterwards rather than interrupting the moment.
To demonstrate the tools, Samsung has collaborated with photographer Tom Craig, known for his work with Vogue and Vanity Fair. A new video from the company shows Craig using AI-assisted edits to fix common issues while emphasising the importance of being present.
How to Participate
People can join the One Shot Challenge by sharing photos edited with Generative Edit on Instagram and tagging them with #SamsungOneShot. Samsung also points to Black Friday and Black Week offers on Galaxy devices on its local website for anyone who wants to try Galaxy AI features.
When Danes Feel Most Distracted
The study identifies the situations where Danes feel most compelled to chase the perfect shot — often at the expense of enjoying the moment:
- Tourist attractions or holiday memories: 40%
- Family events (dinners, birthdays, anniversaries): 32%
- Concerts or live performances: 30%
- Quality time with friends: 23%
- Winter and Christmas holidays: 18%
- Sporting events: 18%
- Children’s milestones (first steps, school plays, graduations): 15%
