GEN AI: Over Half (59%) Of Young Adults Cite AI As Their Go-To Workplace Resource

To mark the launch of Galaxy Book4 Edge, Samsung releases The 2024 AI-Preneur Effect, a look into how Gen Z is using the latest technologies to bolster their career.

London, U.K – August 20, 2024 – Samsung Electronics Co., Ltd. today unveiled new global research around how Gen Z is paving their own path when it comes to work – and the role of mobile AI as one of the most pivotal technologies of today.

Surveying over 1000^[1] participants aged 18 to 27-year-olds in the UK, Samsung found that over half (51%) of Gen Z’s found the realities of full-time work fell short of their expectations. Faced with challenges from perceived inflexibility to job market volatility,79% of UK respondents are dreaming of starting side hustles where they can follow their true passions, amounting to 73% globally.

The study found that the majority of respondents believe mobile technology is their biggest ally when it comes to starting a side hustle or supporting a current one, and AI plays a significant role in the growing side hustle culture.

Globally, 62% say AI is the first resource that comes to mind when they need help at work – with Korean respondents engaging with it the most (80%). And as AI becomes an integral part of side hustle culture worldwide, those who are dissatisfied with their traditional workplace are significantly more likely to harness the emerging technology compared to the generation at large. With 75% of the global cohort agreeing that AI helps them get things done more effectively, the growing AI-first mindset of the digital generation is clear.

In fact, when it comes to boosting productivity and creativity at work, more than half of Gen Z’s in the UK (59%) state AI as their go-to tool. The 2024 AI-Preneur Effect: How Gen Z and Next-Gen Tech are Transforming Work Culture highlights the integral role AI already plays in this trend among 2024 graduates and Gen Z at large.

“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.”

Mobile AI Positioned to Drive Success

Specific use cases are still emerging, but it’s clear young side hustlers are starting to apply this technology in new ways. Of those who use AI in their day-to-day, 47% of Gen Z’s in the UK say they use it to summarise documents or meeting notes and over a third (39%) consider AI useful for conducting research or finding inspiration.

Still, the adoption of AI comes with some apprehension. The study found that Gen Z is excited about AI’s potential to transform work, with a majority 66% of those in the UK expressing optimism for its capabilities. However, many are also overwhelmed and unsure about the vast array of new AI apps available to them (63%).

Galaxy Unlocks Next-Gen AI Potential

These findings come as Samsung launches the Galaxy Book4 Edge –its next-generation AI PC, built with cutting-edge hybrid AI integrations and offering the most hyperconnected mobile AI ecosystem yet.

Representing Samsung’s next step into the era of mobile AI, the Galaxy Book4 Edge enables users to get more done, faster, helping to unlock creative potential for Gen Z as they strive for side hustle success. It’s nearly unanimous – 96% of young current hustlers globally are keen to explore using AI tools to boost success. They specifically cite interest in capabilities such as easily finding documents on their device and activating tasks on their smartphone through their laptop – simple, everyday actions, but when streamlined with mobile AI, can help free up time for pursuing passions and a future of open possibilities.

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.

[1] 1003 UK consumers surveyed as part of global survey conducted by Edelman Data & Intelligence and Dyanta.