Artificial intelligence is often blamed for making people less social. Whether it’s AI replacing conversations, reducing teamwork, or making gaming feel less human, the narrative has largely remained the same. But a new study suggests the opposite could also be true. In fact, AI might be quietly encouraging people to spend more time with their friends.
Researchers studying PUBG: Battlegrounds have found that introducing AI-controlled opponents into multiplayer matches didn’t isolate players. Instead, it made them more confident, kept them playing longer, and even encouraged them to squad up with friends more often. The findings, which will appear in the journal Information Systems Research, offer an interesting perspective on how AI can improve user experiences rather than simply automating them.
A confidence boost hidden behind AI opponents
When PUBG launched in 2017, it quickly became one of the world’s biggest multiplayer games. But like many competitive online titles, it eventually ran into a familiar problem. Veteran players became so skilled that newcomers struggled to survive long enough to enjoy the experience.
Representative image of mobile gamingUnsplash
According to Liangfei Qiu, professor at the University of Florida’s Warrington College of Business and co-author of the study, experienced players unintentionally create a barrier for beginners. “At a game’s peak, there are a lot of experienced players, so new players don’t have an incentive to join the game because they’re always being defeated,” Qiu explained.
To address that problem, PUBG developer Krafton introduced AI-controlled opponents into selected matches in 2020. These bots weren’t designed to dominate players. Instead, they were intentionally tuned to perform slightly below the average human competitor, giving newer players a realistic opportunity to learn the game, survive longer, and secure victories. The clever part was that players knew bots existed in matches, but couldn’t identify which opponents were AI and which were real people. That uncertainty meant every victory felt genuine, regardless of who was on the receiving end.
Better confidence translated into better teamwork
The impact was larger than many expected. After AI opponents arrived, researchers observed that players spent around 50 percent more time in PUBG and played significantly more matches. More importantly, they weren’t simply farming easy wins against bots.
Team play increased by 28 percent, indicating that players who gained confidence through early success became more willing to queue up with friends rather than playing solo. The researchers believe the hidden AI opponents improved what psychologists call self-efficacy, or the belief that you’re capable of succeeding. Once players started feeling more competent, they became more comfortable contributing to team-based matches and taking responsibility for helping teammates succeed.
Representative image of mobile gamingUnsplash
Qiu believes this idea extends well beyond gaming. Rather than viewing AI solely as a replacement for human workers, he argues that well-designed AI systems can serve as training partners, helping people build skills before tackling more challenging tasks. Whether that’s onboarding a new employee, teaching someone new software, or helping beginners learn a competitive game, AI could become a confidence-building tool rather than simply another form of automation.
It’s an interesting reminder that the best use of AI isn’t always replacing people. Sometimes, it’s quietly helping them become better at working and playing with each other.
There’s a special kind of panic that hits at 11 p.m. on a Tuesday when you Google “can someone sue me personally for my freelance business” and the answer is, technically, yes. I know this because I lived it. For fourteen months, I ran a growing consulting side hustle- invoices, contracts, the whole act- under exactly zero legal structure. I didn’t choose to be a sole proprietor. I just never chose to be anything else, which, it turns out, is the same thing.
The wake-up call came from a client’s offhand comment about “your LLC,” followed by my very convincing silence. That night I fell into a research hole so deep I emerged the next morning having read seventeen tabs on liability shields, self-employment tax, and something called “piercing the corporate veil” that sounded like a phrase from a divorce lawyer’s memoir. So: is a sole proprietorship secretly a ticking time bomb? Is an LLC the adult, responsible choice, or just expensive paperwork with better branding? Let’s actually work through it.
What Is a Sole Proprietorship, Really?
Here’s the part nobody tells you clearly: if you’re earning money from your own business activity and haven’t filed anything with your state, you’re already a sole proprietor. There’s no form to submit, no fee to pay, no ceremony. You and the business are, legally, the same person. That’s the whole structure.
The upside is real. It’s the fastest, cheapest way to start working for yourself — no filing fee, no separate tax return, no annual report to remember. You just start invoicing. The downside is baked into that same simplicity: there’s no legal wall between your business and your personal life. If the business owes money or gets sued, the business is you, so your savings account, your car, and potentially your house are all fair game.
What Does an LLC Actually Protect You From?
A Limited Liability Company creates a separate legal entity- one that can own things, owe things, and get sued, largely independent of you personally. That separation is the entire point of forming one.
It’s worth being honest about the limits, too. An LLC won’t protect you if you personally guarantee a business loan, if you commingle business and personal funds, or if you’re personally negligent — say, you’re a contractor and you cause an injury through your own carelessness. Courts can “pierce the corporate veil” and go after your personal assets anyway if you treat the LLC as a legal fiction rather than a real, separately run entity. The protection is genuine, but it’s not a force field; it’s a structure you have to maintain.
Which One Actually Costs More to Start?
This is where a lot of the fear around LLCs turns out to be overblown, and a lot of the assumed simplicity of sole proprietorships turns out to be incomplete.
Sole Proprietorship
LLC
Setup paperwork
None required (unless operating under a different name)
Articles of Organization filed with your state
State filing fee
$0
$35–$500 depending on state (national average is roughly $130)
Ongoing state fees
Typically none
Many states require an annual report; fees range from $0 to $800+ (California’s franchise tax is the notable outlier)
Separate business bank account
Optional
Strongly recommended to preserve liability protection
EIN required
Only if hiring employees
Recommended even for single-member LLCs, to avoid using your SSN
A sole proprietorship is still the cheaper entry point in dollar terms. But “cheaper to start” and “cheaper overall” aren’t the same question — it depends what a lawsuit, a bad debt, or a messy tax season would actually cost you.
How Do Taxes Actually Differ?
This is the part I got wrong for months, assuming an LLC meant a whole new tax regime. It doesn’t, automatically. By default, both a sole proprietorship and a single-member LLC are taxed identically: profits and losses pass through to your personal tax return, and you pay self-employment tax (15.3%, covering Social Security and Medicare) on your net earnings.
The actual tax advantage of an LLC isn’t automatic — it’s optional. A single-member LLC can elect to be taxed as an S-corporation once profits reach a meaningful level, which can reduce self-employment tax by letting you pay yourself a “reasonable salary” and take remaining profit as a distribution not subject to that 15.3%.
That election involves added complexity — payroll processing, additional filings — so it’s rarely worth it for a business bringing in a few thousand dollars a year. It becomes worth asking about once net profit is consistently well into five figures.
Does an LLC Actually Make You Look More Credible?
Here’s a question I didn’t expect to matter as much as it did: does “LLC” after your business name change how people treat you? Anecdotally, yes. Some clients, vendors, and lenders treat an LLC as a signal of seriousness — rightly or not — the way a business bank account or a proper invoice template does. It’s not a guarantee of better contracts, but it removes a small, avoidable hesitation from a prospective client’s mind.
It also matters for banking and financing. Business lenders and some payment processors are more comfortable extending credit to a registered entity with its own EIN and bank account than to an individual operating under their own name.
Do You Still Have to Report “Beneficial Ownership” in 2026?
If you researched this a year or two ago, you may still be carrying around outdated fear about the Corporate Transparency Act’s beneficial ownership information (BOI) reporting rule — the one that threatened steep penalties for LLC owners who didn’t file. Here’s the current state of play: in March 2025, FinCEN issued an interim final rule that removed the BOI reporting requirement for domestic U.S. companies and U.S. persons entirely. As of today, that requirement applies only to foreign entities registered to do business in the U.S. — not to a typical American-owned single-member LLC.
That said, the underlying law hasn’t been repealed, courts have upheld its constitutionality, and FinCEN’s final rule is still pending in 2026, meaning the rule could tighten again with limited notice. A small number of states have also introduced their own versions; New York’s LLC Transparency Act took effect January 1, 2026, but after a late amendment, it applies only to foreign LLCs doing business in New York, not typical in-state LLCs. The short version for most small business owners forming a domestic LLC in their home state: this isn’t currently a filing you need to worry about, but it’s worth a five-minute check-in with a professional if your situation involves foreign ownership or multiple states.
So, Which One Should You Actually Choose?
There isn’t a universally correct answer, but there is a useful set of questions. How much personal risk does your work actually carry — a freelance copywriter has a different exposure profile than someone renovating properties or handling clients’ money. How much profit are you actually generating, since that determines whether the tax flexibility of an LLC is relevant yet. And how much administrative overhead are you willing to take on, since an LLC does require you to actually treat it like a separate entity — separate bank account, its own paperwork, its own discipline.
If you’re testing an idea with minimal financial exposure and low risk of being sued, operating as a sole proprietor while you validate the business is a completely reasonable starting point- you can always convert to an LLC later, and most people do exactly that. If you’re already generating consistent revenue, working with clients under contracts, or doing anything with meaningful liability exposure, the cost of forming an LLC is generally small next to what it protects.
I eventually filed mine on a Wednesday afternoon, paid my state’s filing fee, and felt almost anticlimactic about how undramatic the process actually was compared to the spiral that preceded it. If you’re standing where I was, at least you can skip the 11 p.m. panic-Googling, you already know what the seventeen tabs would have told you.
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