British workers are turning away from traditional office life, with half saying they would rather launch their own business than climb the corporate ladder, according to new research by OpenAI. The survey suggests an appetite for greater autonomy is driving an entrepreneurial shift, with nearly two-thirds of respondents (64%) stating that running a venture offers more freedom than standard employment.
The trend comes alongside a seasonal reset in career ambitions. As employees return from summer breaks, Google searches across the UK for "jobs" and "remote jobs" have surged by up to 30% over the past month.
Side hustles fuel momentum
Side hustles are driving much of this momentum. Seven in ten people surveyed (70%) said they either run a secondary venture alongside their main job or want to start one. That figure climbs to 75% among Gen Z workers.
However, the findings highlight a persistent gap between ambition and execution. Two in five respondents (41%) admit to having a business concept they need help developing, while over half (53%) say they want to progress professionally but are unsure which steps to take next.
Barriers to going independent
When asked about the biggest hurdles to going independent, 31% cited a lack of time, followed by fear of financial risk (28%), a crisis of confidence (25%), and balancing existing responsibilities (25%).
Artificial intelligence is increasingly filling the gap for aspiring founders looking to manage the workload. More than half of respondents (55%) believe AI tools can help them build a business, with 55% already using applications such as ChatGPT for work or side ventures—a figure rising to 61% among Gen Z.
Uncertainty remains high
Yet uncertainty around the technology remains high. Exactly half of respondents said they recognise the commercial potential of AI but do not know where to start, while 57% want practical guidance on using it to build a venture.
To address the guidance shortfall, OpenAI has partnered with Sarah Ashcroft, creator and founder of fashion brand NTILA, to launch From 9-5, to What's Next, a digital guide providing direct prompts for users to test ideas and streamline planning.
Ms Ashcroft said tools like ChatGPT have become "like another member of my team" when researching trends and drafting briefs.
"Entrepreneurship feels more accessible because you don't need to know how to do everything before you begin," she said. "It doesn't replace your creativity or judgement—I use it to help me think better, execute faster, and work out my next step."
Elke Karskens, International Head of Marketing at OpenAI, said the research demonstrates a widespread desire for independence held back by operational roadblocks: "ChatGPT Work can help people turn scattered thoughts into a clear plan for starting a business, pitching an idea, or making their next career move. It helps people take action, while freeing up more time for the creativity and decision-making that bring their ambitions to life."
