New Samsung Study: For Nearly 70% of Gen Z Side Hustlers, AI is Critical to Success

Discontent with workplace convention, young professionals are following new career paths as AI phones and PCs emerge as game-changing tools

SEOUL - Samsung Electronics Co., Ltd. the youngest generation in the workforce is transforming career path norms – and AI is emerging as a catalyst for the shift, according to new research from Samsung.

Based on a survey of Gen Z (n=5,048) and Gen Z side hustlers (n=2,004) across France, Germany, Korea, the UK and the US, the 2024 AI-Preneur Effect: How Gen Z and Next-Gen Tech are Transforming Work Culture reinforces the upward trend of entrepreneurial pursuits among this generation.

Nearly one in two full-time Gen Z professionals said the realities of their jobs have fallen short of expectations. This might explain why 73% of Gen Z are dreaming of starting a side hustle with many having already pursued opportunities outside of their full-time role in the last year. More surprising, however, is the significant role of AI in the growing side hustle culture. For Gen Z, time is one of the biggest barriers to operating or starting a side venture — and many are leveraging AI to overcome this challenge.

Among the entrepreneurial respondents were personal trainers, content creators, and artists, among others. While professional fields varied, the majority agreed when it came to using AI.

Nearly 70% of Gen Z side hustlers said they consider AI to be the go-to resource when they need help in work – even greater than the 62% majority of the global cohort who reported the same mindset.

Of those who use AI in their day-to-day, side hustlers are using it to summarize documents or meeting notes, conduct research or find inspiration, and develop new written or visual content. The majority of Gen Z respondents feel optimistic toward the potential of AI, also citing a strong preference for AI tools embedded into the devices they already use, like smartphones and PCs.

“These findings show AI has become pivotal for young entrepreneurs and offer a glimpse into how the technology can open – not close – new skills, new passions and, ultimately, new career paths,” said Stephanie Choi, EVP and Head of Marketing for Mobile eXperience Business at Samsung Electronics. “Enabling this type of potential is what drives the cutting-edge innovation in our latest Galaxy Book AI PCs — and that’s only the beginning of what is to come as we continue unlocking AI’s life-changing potential for even more users around the globe.”

Many young entrepreneurs (40%) are dependent on PCs to run a successful side hustle and even more (83%) recognize the importance of seamless connectivity between devices. Earlier this year, Samsung opened a new era of possibilities with Galaxy AI — integrated into PCs that connect intuitively with Galaxy phones for the creativity, productivity and mobility required for this emerging work-lifestyle.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners.

Methodology

Samsung partnered with independent market research firm Edelman Data & Intelligence and Dynata to conduct a five-minute global online survey of n=5,048 Gen Z respondents and n=2,004 Gen Z side hustlers in France, Germany, Korea, the United Kingdom and the United States from May 2-16, 2024. The survey was fielded among Gen Z respondents, who were defined as adults ages 18-27, and data was collected to ensure a representative sample in each market by age, gender, region and race/ethnicity. Gen Z side hustlers were defined as those who in the past year have earned supplemental income and followed their passions through work or activities outside of their main job or education. The total Gen Z side hustlers sample of n=2,004 was comprised of n=681 from the main Gen Z sample plus an oversample of n=1,323 Gen Z side hustlers. The study has a margin of error at the 95% level of confidence of ±1.4% for Gen Z respondents and ±2.2% for Gen Z side hustlers. Results from surveys may be limited, not exhaustive, and based solely on surveyed individuals, not the entire group.