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.

• The report, canvassing the views of 5,250 people, marks the launch of FAIR Future, a new Samsung initiative to involve everyone in AI by making it easier to understand
• FAIR Future is the nation’s biggest ever conversation about AI, reconnecting everyday people with one of the most important technologies of our age
• Samsung is taking the initiative into communities across the UK through its festivals programme and via its online FAIR Future hub to allow everyone to learn more about AI, how it is already part of their lives, and share their views on how it should be developed
• Minister for Digital, Matt Warman and AI expert and author of Hello World, Hannah Fry, are backing the nationwide initiative

The Samsung FAIR Future report [1] launches today revealing that, despite sometimes negative portrayals in the news and fiction, the public is excited about the positive impact of AI on society. But people feel left out of the conversations around how it’s being developed and are concerned it will discriminate against certain groups.

“Minister for Digital, Matt Warman, speaking at the launch of the initiative”

AI will be a force for good

The FAIR Future report, which canvassed the views of 5,250 people across the UK and Ireland aged 13+, reveals over half (51%) of all people feel that AI will have a positive impact on society as a whole, with only 16% feeling negative about it.

People are looking forward to new AI technology bringing us enhanced healthcare (63%) and giving the elderly or those with disabilities more autonomy in their lives (56%).

And, despite reports predicting the disruptive impacts of AI on different aspects of our lives, very few people are worried about AI as a threat to society – just 20% think it is dangerous.

Lack of influence

Yet, despite feeling optimistic about the impact of AI on society, many feel helpless to influence the way this technology develops, as well as the ethics that govern it.

Over a third (36%) of people believe they or their family will have no influence over how AI develops in future. This is even higher amongst teenagers (58%), who will arguably be most impacted by this technology in future.

Concerns over bias

People want to influence AI ethics because they are concerned about how the technology might affect society in future.

Almost four in ten (39%) feel that AI will hold some form of bias, even higher (43%) for those who say they are interested in AI, mainly because of the potential for humans to programme their own biases into it.

People believe this bias might encourage people to act on their existing prejudices (35%) and that this will be exacerbated for groups that already face discrimination in society based on their race, gender, sexuality or beliefs (31%).

Over two-thirds (70%) are concerned that there could be future conflict between AI and humans, with 27% of young people seeing this as a significant issue. This may be influenced by the fact that most people get their information about AI from the media, word of mouth and fiction, as opposed to those closest to the development of the technology such as the government or tech companies3. For example, just 30% of people who frequently see AI in fiction say it is portrayed positively.

Ethical dilemmas

People are also keen to have a say in how AI ethics are shaped, as opinion is still divided about how we approach the ethical dilemmas AI will face.

When asked about potential ethical dilemmas, many people were unable to definitively say how they thought AI should respond. For example, whether an automated car should opt to save multiple lives of pedestrians over the life of a driver, or whether AI technology should be used if it saves lives but costs people their jobs.

That’s why Samsung is launching its FAIR Future initiative, to involve everyone in AI, by;

• Creating a FAIR Future online hub, to help people better understand what AI is, how AI is already part of their lives, and explore how it might evolve in the future
• Taking FAIR Future on the road and into communities – letting people get ‘hands-on’ with the latest tech, and hearing how they want AI to help them, starting with Norwich Science Festival in October 2019.
• Sharing what we learn with wider AI stakeholders, including the UK Government, to help inform broader thinking about AI ethics and shape the future

Hannah Fry, Associate Professor in the mathematics of cities at University College London, has explored the implications of AI on human society in her book Hello World and is supporting Samsung’s FAIR Future initiative to encourage more people to have a say in how AI ethics is shaped.

“It’s difficult to imagine an industry that will be untouched by AI – from how we travel, to how we diagnose and treat medical conditions or sentence criminals. The changes that are coming are going to affect all of us – for better or worse – and we all deserve a say in what our future should look like.

“Dr Hannah Fry at the FAIR Future event”

“That’s why it’s so important to open the doors to a national conversation. It’s why I’m enormously proud to be part of this project, to de-mystify artificial intelligence, to take stock of the public’s attitude to AI, and to hear people’s concerns. To do so in a way that invites rather than excludes and to allow everyone to be a part of shaping the way ahead.”

Teg Dosanjh, Director of Connected Living for Samsung UK and Ireland, said: “Over the past few years, we, the tech industry, have not done a good job at making AI understandable to everyday people. People feel disconnected and unable to influence the technology that will shape the way they live in future. This needs to change if AI is going to become a technology that benefits human beings and helps everyone in society.

“That’s why at Samsung we’re leading the nation’s biggest ever conversation on AI from the bottom-up to hear the views of real people. It’s clear that people want a role in helping shape the future of AI ethics and with our programme of events and online hub, we’re reconnecting everyone with one of the most influential technologies of our age. Through this, we hope to stimulate awareness, understanding and promote individual control of AI in people’s lives.

“We’ll also be sharing these extensive and unique consumer insights with stakeholders that will shape the future strategy of AI and ultimately give consumers more control over the development and application of this technology.”

Minister for Digital Matt Warman, said: “It is great to see Samsung launch their FAIR Future initiative to encourage people around the country to discuss artificial intelligence. We are already seeing AI being used in our daily lives – from helping to tackle fake news, detecting cancer earlier and identifying fraudulent transactions – but it is important that the public have faith in the technology so that we can explore its full potential.

“Through the AI Council and the Centre for Data Ethics and Innovation Government has empowered leaders across tech, academia and business to make the most of cutting-edge technology as a force for good. We want to make sure the UK remains a world leader in computing technologies and I encourage everyone to get involved and have their say.”

To find out more about the FAIR Future programme and download the full report, visit the website at

[1]  https://www.samsung.com/uk/FAIRFuture

London, UK – 23 November 2018 – Samsung Electronics’ artificial intelligence (AI) capabilities are being recognized globally in a competitive field with top researchers all seeking to dominate. Samsung Research, the advanced R&D arm of Samsung Electronics’ device business, has won recent competitions, which will be vital in ultimately rolling out AI in more real-world situations than ever.

In October, Samsung Research’s R&D Institute Poland (SRPOL), in partnership with University of Edinburgh of the UK, won first place at the International Workshop on Spoken Language Translation (IWSLT), one of the world’s most renowned and longest-running automatic language translation workshops. IWSLT sits alongside the Workshop on Machine Translation (WMT) as the most prestigious competitions in the space. The IWSLT win is the second consecutive time that the Poland research center has topped the workshop.

Every June, IWSLT provides permissible training data sets and allows test run submissions from participants, evaluating the submitted runs with automatic metrics. This year, IWSLT featured two tasks: Low Resource Machine Translation and Speech Translation. SRPOL participated in the first sector, aiming to discover new technologies that can help overcome low-resource situations with scarcity in not only data but also in time and cost that are often required to use AI for multilingual translation.

Samsung’s task was using AI technology to translate text from Basque to English. The SRPOL team was first provided with limited amount of data – about a million Basque-to-English parallel data sets in the form of movie subtitles – to train and develop the algorithm model. Then, the team used this data to translate TED Talks given in Basque into English. Despite the difficulty of proposed translation direction and scarce data, when compared with the reference translations, SRPOL received the highest Bilingual Evaluation Understudy score (BLEU) of 26.21 – showing a high level of correspondence of the machine translation to the reference – and a  significantly low error rate.

Samsung Research’s R&D Institute Poland (SRPOL) team

On the bordering country of Ukraine, Samsung’s AI expertise is being applied successfully within the automotive field. Samsung R&D Institute Ukraine (SRK) submitted a solution that it developed to detect pedestrians for the Karlsruhe Institute of Technology and Toyota Technological Institute at Chicago (KITTI) Vision Benchmark Suite, one of the top three benchmarking organizations for automotive driving technology, in August. KITTI sits alongside Caltech Pedestrian and CityScapes as the leading benchmarking institutions.

Among the nine KITTI categories including Stereo, Objects, Tracking, Road and more – SRK submitted its computer vision technology SiRtaKi in the ‘Pedestrian Tracking’ category. Since the submission, the solution has been recognized as the best in the field, retaining its top position on the leaderboard.

To enter the competition in the ‘Pedestrian Tracking’ category, AI algorithms are tested on their capabilities to not only detect objects but trace their movements – an upgrade from the previous technologies where only detection was possible. Likewise, SRK downloaded roughly 3,400 raw images of pedestrian movements from KITTI to run SiRtaKi which employs a tracking-by-detection approach. The team, using SiRtaKi, obtained and analyzed each passerby’s coordination and traveling direction countless times. As a result, SRK’s rigorous work paid off as they received the best score among competitors for a high level of accuracy in the object tracking.

Needless to say, such AI technology is expected to help create new possibilities in the automotive industry – that it can be implemented in autonomous’ sensors to detect nearby pedestrians and objects’ movements and reduce danger on the roads. Adding on, the new algorithm will also be applied in our daily lives like home appliances and also in the to-be-developed next-generation technologies.

Samsung R&D Institute Ukraine (SRK) team

It doesn’t end here. Last July, Samsung Research placed first in two of the world’s prestigious AI reading competitions, the MAchine Reading COmprehension (MS MARCO) Competition held by Microsoft and TriviaQA hosted by the University of Washington. To date, Samsung is still ranked first in the Web category of TriviaQA. And in March, Samsung R&D Institute China-Beijing (SRC-B) made mark in AI development in computer vision (technologies in analysis of characters and images), winning the International Conference on Document Analysis and Recognition (ICDAR), a global competition in Optical Character Recognition technologies.

“So much innovation took place by Samsung Electronics from all over the world. With multiple achievements in the world’s prestigious AI-related competitions, Samsung is leading the development of artificial intelligence and the related technologies on a global level,” said Seunghwan Cho, Vice President of Samsung Research. “We will continue to contribute to realizing a highly user-centric environment by applying the groundbreaking AI technology to our current products and services.”