In just a couple of years, generative artificial intelligence has become the tech industry’s main and virtually sole obsession; Absolutely all companies have switched to this technology, sometimes without even knowing why.
And one of the biggest criticisms of artificial intelligence is that it gives the impression that It’s a solution in search of a problem.; In other words, we don’t really need it, and we were fine before it existed.
It’s one of those things that reinforces the idea, not denied even by the biggest defenders of AI, that We are in the middle of a bubble in the technology sector because of artificial intelligence and multimillion-dollar investments being made in projects that really have no practical utility or consumer demand.
Now we have another good example of how, while AI is making all the headlines in the tech press, in “real life” its effect is not yet noticeable; and Samsung may have inadvertently discovered it.
Samsung today introduced “One Shot Challenge” campaign.which forces users to take photos directly and without having to think much about aspects such as composition or even the subjects of the photo.
Samsung’s idea is this encourage the use of artificial intelligence editing tools like those included in the Samsung Galaxy thanks to the Galaxy AI platform; For example, to remove elements that we do not want to appear in our photo, or to get the best image quality with one touch.
Samsung has good reasons to start such a campaign. And Opinium research conducted in Spain, France, Germany and other European countries has shown this 74% of users have never used AI on their smartphones to fix your photos.
That’s a surprising number, given that Galaxy AI is the real reason to buy a Samsung phone over another company; Samsung has been a pioneer in the adoption of artificial intelligence in mobile phones and their tools are some of the best available.
Photo edited by Samsung AI to eliminate cars
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It’s also a worrying number for Samsung, which focused its advertising campaign for the Galaxy S25 and Galaxy Z Fold 7 and Z Flip 7 almost exclusively on AI features, and is expected to do the same with the Galaxy S26, which may bring several “hardware” novelties and many AI innovations.
But it’s not just Samsung; Google, Apple and the vast majority of manufacturers have put “traditional” improvements on the back burner, betting exclusively on AI-based features to attract customers; but What if they are not attracted to them? What if the reaction among users is simple indifference?
Samsung prefers to see it on the positive side. Their explanation for why these tools aren’t used is simple People don’t know what they have and what potential they offer..
Samsung’s logic is based on the fact that the same study shows that 45% of users “feel pressured to take the perfect photo”and that 73% prefer to “live in the moment” rather than worry about getting the right photo.
In the same way, Samsung emphasizes that no less than 86% of users would like to remove elements from their photoslike people who don’t want them to come out, objects or shadows and reflections. Something you can already do on your Galaxy mobile phone.
