Seven in ten parents feel out of their depth when faced with questions from their teenagers about future careers, new research has found, prompting many to turn to search engines and AI chatbots for help.
The study by Samsung found that 73% use search engines or AI chatbots to decipher unfamiliar job titles and qualifications, while 7% simply pretend to know what they are talking about. Four in ten (40%) lack confidence in their ability to offer up-to-date careers advice, and 63% believe their teenagers already know more about modern technology and future job opportunities than they do.
New competition aims to bridge the gap
The research comes as Samsung launches its seventh annual Solve for Tomorrow competition, which challenges 11-18-year-olds across the UK and Ireland to develop technology-led solutions to real-world problems. To explore the parental dilemma, Samsung enlisted TV presenter and father Joe Swash to quiz taxi drivers, baristas and parents in his neighbourhood in a new film launched today.
Swash discovers that many are just as baffled as he is until he meets Sophie Cradock, who previously took part in Samsung Solve for Tomorrow. The tech-savvy teen and founder of the Illegal Fishing Prediction System built up the confidence and skills she needed to navigate her own career in tech through the competition.
Parents 'blagging it' on new jobs
Joe said: "As a dad, you want to be the one with all the answers, but the world is moving at lightning speed! 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. It turns out us parents are all in the same boat, secretly searching what it all means under the table!"
He added: "That's why Samsung Solve for Tomorrow is so brilliant. It gives young people the chance to get stuck into tackling real-world issues and coming up with their own creative solutions using tech. They learn new skills, build their confidence and get to turn something they're passionate about into something that could make a real difference. And as a dad, that's what you want, isn't it? To see your kids find their feet and do something they're proud of."
Skills for future careers
Samsung Solve for Tomorrow aims to introduce young people to potential careers in technology while helping them develop skills including creativity, problem-solving and design thinking.
Jessie Soohyun Park, head of corporate social responsibility at the company, said: "As a parent working in the tech industry myself, I'm often asked how I'm preparing my own children for the future. I don't always have the answer and know lots of parents feel the same way. What I do know is that exposure to hands-on experiences, relatable role models, and core skills like creativity and problem-solving are what young people need to chart their career.
"Young people have an incredible drive to innovate and through Samsung Solve for Tomorrow, we want to help them channel their passions into tech for good solutions while building future-proof design-thinking skills. Seeing alumni like Sophie go onto start their own businesses and speak so confidently about their future is easily the most rewarding part of what we do."
Samsung Solve for Tomorrow enables young people across the UK and Ireland a chance to win mentoring and work experience with Samsung. Working alone or in teams of up to four, students choose one of three challenge themes for 2026/27, each linked to a fast-growing area of work: Smarter Sport, Greener Future, and Safer Online. Entries are open until January 18 2027.
