There is a valuable discussion around how AI is affecting the demand for freelancers. The article "Winners and losers of generative AI: Early Evidence of Shifts in Freelancer Demand" published in the Journal of Economic Behavior & Organization in January 2025 investigates how the rise of generative AI is reshaping demand for freelance labor.
The premise is that AI tools like ChatGPT and DALL-E are beginning to replace or augment certain types of human-performed tasks, particularly in writing, coding, and graphic design. The study analyzes freelancing platform data to identify early trends in job postings and earnings, revealing which roles are declining due to AI competition and which are adapting or even benefiting.
The key object of the research is to determine which freelancers are most vulnerable to AI displacement ("losers") and which are leveraging AI to enhance their productivity or specialize in higher-value tasks ("winners"). The findings suggest that demand for basic content writing, graphic design, and entry-level programming has decreased, while more complex, creative, or managerial roles remain resilient. Additionally, freelancers who integrate AI into their workflows may gain a competitive edge.
The study provides early empirical evidence of AI's labor market impact, highlighting both risks and opportunities for freelancers. It underscores the importance of skill adaptation, as jobs requiring originality, problem-solving, and human judgment appear less susceptible to automation—at least in the near term.
