73% of parents use AI to explain jobs to their teens, Samsung study finds

Seven in ten parents feel out of their depth when their children ask questions about future careers, according to a new study by Samsung. The research indicates that 73% of these parents use search engines or AI chatbots to understand unfamiliar job titles and qualifications. A further 7% admit they pretend to know what their children are talking about.

The data reveals that four in ten parents lack confidence in offering up-to-date careers advice. Additionally, 63% believe their teenagers already know more about modern technology and future job opportunities than they do. The findings come as Samsung launches its seventh annual Solve for Tomorrow competition.

The competition challenges students aged 11 to 18 across the UK and Ireland to develop technology-led solutions to real-world problems. Samsung enlisted TV presenter and father Joe Swash to create a new film for the launch. In the video, Swash quizzes taxi drivers, baristas, and other parents in his neighborhood about modern careers.

Swash found that many adults were as baffled by new job titles as he was. He then met Sophie Cradock, a previous participant in the competition. Cradock is the founder of the Illegal Fishing Prediction System. She credits the program with helping her build the confidence and skills needed for a career in technology.

“When my teens start talking about jobs that didn't even exist when I was growing up, I just sit there nodding along, totally blagging it,” Swash said. He noted that many parents are secretly searching for answers to keep up with their children.

Jessie Soohyun Park, head of corporate social responsibility at Samsung, said the initiative aims to introduce young people to potential careers in technology. “I don’t always have the answer and know lots of parents feel the same way,” Park said. She emphasized that hands-on experiences and core skills like creativity are essential for students to chart their career paths.

Students can work alone or in teams of up to four to enter the competition. They must choose one of three challenge themes for the 2026/27 cycle: Smarter Sport, Greener Future, or Safer Online. Winners will receive mentoring and work experience with Samsung. Entries are open until January 18, 2027.