As artificial intelligence erodes traditional entry-level positions and the job market remains sluggish, a growing number of Gen Z workers are choosing to become their own bosses. Faced with limited opportunities, they are creating their own paths, leveraging AI tools to build businesses and gain control over their careers.
A Tough Start for New Graduates
Ashley Terrell graduated from the University of Hawaii in 2024 with a degree in business administration and a resume that included a student marketing role for Red Bull. Yet after months of searching, her only job offer was at Home Depot in the power tools section. 'It was quite a shock,' she said. 'I searched for jobs every single day in that Home Depot bathroom.'
Terrell's experience is increasingly common. Hiring in the United States has hit its lowest rate since 2020, according to the Bureau of Labor Statistics. While workers of all ages face economic uncertainty, Gen Z is particularly pessimistic about their prospects. Entry-level roles are most vulnerable to AI, and many young workers find their careers stalling before they begin.
'The job market is really sluggish right now,' said Daniel Zhao, chief economist at Glassdoor. 'Entry-level workers are finding it difficult to get their foot on the ladder at all.'
Creating Opportunities Instead of Waiting
Rather than accept retail or part-time work, some graduates are forging their own paths. Terrell started a YouTube channel and built a marketing portfolio by creating videos for brands. After offering her services for free initially, she eventually sold a video to Jamba Juice for use as an Instagram and TikTok ad. Two years later, she secured a part-time marketing role at a local distillery and continues to work with a roster of clients.
'No one was offering me anything like what I wanted to do,' Terrell said. 'So I just tried to see what I could do on my own.'
The Guardian interviewed over a dozen young workers who feel the rules of employment have shifted. As entry-level postings decline, expectations for early-career workers have risen. Many seek purpose, flexibility, and alignment with their values, but the current market leaves them disenchanted.
AI: Threat and Opportunity
The AI boom presents both a threat and a boon for Gen Z. While it threatens to eliminate entry-level positions, it also makes starting a business easier by compensating for skills they lack. Joseph Fuller, a Harvard Business School professor, noted that 'all of a sudden, you've got to have some way to get up to the fourth rung of the career ladder.' One solution is to build your own ladder.
Suhit Agarwal, 24, graduated from the University of Southern California in 2025 hoping to work at Google. After multiple rejected applications, he pivoted to founding companies, using AI tools like Claude Code to take on larger responsibilities. One startup he helped found was acquired, netting him a small equity payout, and the experience led to a job at a fintech startup.
Shola West, 25, a media consultant in London, started her own brand consultancy after her entire team was laid off in 2024. 'I was kind of forced into it, given how the market was,' she said. She now partners with brands like Paramount and Sony Music. 'The transition was definitely hard, but I had that motivation of, well, my career basically flopped. Now I have to prove to myself and everyone else that I can survive.'
Rising Expectations and AI's Impact
The reasons for the poor job market are complex: political uncertainty, global instability, and technological disruption. A 2025 LinkedIn survey found that 63% of executives expect AI to replace some entry-level work. 'The expectations of entry-level workers have completely changed,' said Ethan Choi, a partner at Khosla Ventures. He now uses AI to do work previously handled by associates.
A Stanford University report found a 'substantial decline' in employment for early-career workers in AI-exposed fields like customer service and coding. However, low-code AI tools enable anyone to handle parts of their jobs. Choi noted, 'The ones getting jobs will be the ones who are building stuff.'
Building with AI
Madison Hsieh, 25, a program manager at Amazon, used the coding platform Cursor to create a social media app prototype in her spare time. 'I definitely don't think I could've done it without AI,' she said. Building the app would have taken months and a team of engineers otherwise. She plans to continue working on it until it becomes a viable full-time project.
Celeste Amadon, 22, turned down an investment banking internship at JP Morgan to start a dating app company called Known. After raising over $9 million in venture capital, she became CEO. 'The experience of starting a company is like having done an MBA,' she said, learning to hire, fire, and manage funding.
Elijah Khasabo, 22, co-founder and CEO of Vidovo, previously worked at TJ Maxx. 'What do I know about managing a marketing team? It's all learned by doing,' he said. Both founders stress the importance of mentors and hiring experienced employees.
The New Promise: Ownership Over Stability
Entrepreneurship carries significant financial risks; most startups fail, and founders often live modestly for years. Yet in an uncertain market, it offers a sense of control. 'For our parents or grandparents, the job felt like the prize,' said West. 'Now, there is no guaranteed outcome with any job. Working for yourself at least allows you some control over your fate.'
A Fiverr report found that 67% of Gen Z workers want multiple income streams for financial security, and half believe traditional employment will become obsolete. Francesca Albo, 29, CEO of Puppy Sphere, left a biotech job for more control and passion. 'The old promise was stability. The new promise is ownership,' she said.
Terrell still seeks full-time work for a steady paycheck and health insurance, but her entrepreneurial experience has been invaluable. As Gen Z navigates this changing economy, their choices may guide the broader workforce. Aneesh Raman of LinkedIn argued that resolving the entry-level crisis is 'the first step to fixing all work.' Fuller added, 'Plenty of opportunities will open up. They just won't look like the ones your high school counselor may have suggested.'
