A new survey by Gusto revealed 44% of new businesses in the US began as side hustles in 2023, a significant increase from 27% in 2022.
Gusto's principal economist noted that uncertainty in the economy made individuals hesitant to give up current employment for entrepreneurial pursuits.
Generative AI tools, now increasingly used by new businesses, assist in tasks such as product development and marketing, reducing time commitments for founders.
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