This is not an attempt to tell the AI future. There’s more than enough of that out there. However, here’s what we know: AI isn’t going anywhere. It’s advancing fast, and its impact on the workforce will be among the most significant in human history. In fact, we’re already at a tipping point. A recent McKinsey report, Superagency in the Workplace, reveals that:

“Workers are adopting generative AI (gen AI) faster than many leaders realize. Three times as many employees use gen AI for at least a third of their work as compared to their managers. Further, over 70% of workers believe that in just two years, AI will change 30% or more of their job responsibilities."

With AI adoption only accelerating, this deep dive into one of the trends noted in Wripple’s 2025 Team Up research looks at how AI is shaping the Freelance Economy.  In this article we’ll:

1. Provide key stats that illuminate how the Freelance Economy Meets AI

2. Suggest real-world Guiding Principles based on client and talent experience

3. Suggest Practices for AI Success in the Freelance Economy  

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I. The Freelance Economy Meets AI

In our recent Team Up research, we specifically focused on how freelancers and the companies that hire them think about and use AI.  What did we confirm? The freelance economy isn’t just dabbling—it’s diving head-first into AI.

Demand is on the Rise:

Outside of the traditional marketing roles of creative and media, AI-skilled freelancers represent the third highest in-demand specialist focus companies expect to hire over the next two years.  

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AI Adoption is Widespread

Freelancers and companies alike are embracing AI in big ways. If you are not experimenting with it, you are already behind. Over half of Wripple’s clients and talent proclaimed to have fully embraced the power of AI in their work.

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Companies’ Hiring Practices Are Widely AI-driven:

One of the first places AI impacted the freelance economy relates to how freelancers get hired. From AI-driven matching to process automation, companies have adopted AI technology to create efficiencies, speed, and better hiring outcomes. However, one area to keep a close eye on is the fair and ethical application of AI to reduce bias. As a rule, a balance of tech and human oversight will be critical to avoid systemic bias.  

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Freelancer Adoption Fuels Ideation & Speed:

AI is helping freelancers write proposals, generate concepts, manage workflows, and much more. The benefits are real: faster delivery, better quality, more wins.  

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And as further proof of AI’s growth in the creative world, according to Adobe’s 2024 “Future of Creativity” report, 75% of freelancers use generative AI in their work at least weekly.  

Divides Exist Across Generations & Freelancer Types

We found that older freelancers are less likely to embrace AI as part of their work, which means they can very quickly get left behind as more and more clients look for AI-savvy domain experts. We also discovered that full-time freelancers more fully embrace AI as a valuable technology that increases their productivity and marketability as solopreneurs.  

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II. Guiding Principles

Since launching Wripple in 2018, we’ve believed in the power of blending tech with a human touch. That philosophy still holds true, especially with AI. Going forward, the freelance economy will be defined by skilled specialists using AI to increase productivity and apply their craft in ways that resonate on a uniquely human level. To make this partnership work, freelancers and clients alike must invest time in learning the tools, evolving how they work, and agreeing on shared practices to unlock AI’s potential.

As we all dive into this new world together, there are some guiding principles that emerge from recent observations:    

Know AI’s Strengths & Gaps

AI brings speed, but it lacks nuance. It’s not great at delivering human creativity, humor, or emotional resonance. As powerful as AI is, it needs humans to make the work sing!  Understanding how AI can—and cannot—support specific priorities will drive the best marketing ROI. This requires experimentation and a willingness to test and learn.

Be Transparent

Set clear expectations for how AI should (and shouldn’t) be used. Think about policy, roles, and boundaries, especially for customer-facing creative work. Work with legal and risk teams to make sure all internal stakeholders and outside partners understand AI governance. Be open about your AI efforts. Transparency will be critical to earning trust.

Bring Measured Fearlessness & Inventiveness

The time is now to embrace the transformative potential of AI. By fostering a culture that encourages bold experimentation paired with thoughtful analysis, teams can adopt AI in ways that not only drive monumental progress but also uphold ethical and responsible practices.

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III.  Suggested Practices for AI Success in the Freelance Economy

So, what does this mean for your day-to-day? Whether you’re hiring freelancers or being hired as a freelancer, here are some real-world AI practices to consider:

For Companies:  

• Balanced Talent Selection. Use AI to find quality matches faster, but don’t skip human-based reviews of candidate profiles, and especially don’t stop interviewing candidates. Human oversight helps to avoid bias in the selection process and ensures that the chemistry is right.
• JD’s with AI Requirements. In addition to the traditional discipline expertise required for the job, update your company’s job descriptions to explicitly define the AI capabilities expected of the freelancer in each role.  
• Expectations Setting. When hiring freelancers, set clear expectations for AI at the onset of an engagement.
• Make sure you and the freelancer understand any policies or guidelines governing how your company uses AI.
• If you have a specific technology or approach you want a freelancer to use, make sure you’re aligned with AI’s role before kicking off.
• Contracting. Reflect AI policies clearly in contracts—especially for IP and transparency.  With increased use of AI tools, it’s also a good practice to specify what data can and cannot be shared with AI tools, particularly with third-party services.
• Delivery. To foster seamless delivery, extend access to any AI-enabled workflow / project management tools to your freelancers.  However, be sure to maintain a human connection front and center to build relationships, trust, and better work.

For Freelancers:

• Lead the Way. Many companies are still figuring out AI. Position yourself as a guide who can lead with confidence, but don’t bite off more than you can chew initially. Where appropriate, start small and scale. Starting with pilot projects is a good way to build capability and confidence.
• Continuous Upskilling. It’s imperative to become proficient with common AI frameworks and tools, e.g., ChatGPT and Claude. What’s also clear is that given the pace of change, there’s no resting on your laurels. Future clients will expect you to keep up with enhancements to existing tech and explore emerging AI capabilities in your area of expertise.
• Adapted Project Scoping. Scope projects to account for how AI can and cannot meet client needs. Be transparent about AI’s role on a given project and the value it should deliver.
• Market AI Capabilities. Highlight your approach to AI, be willing to educate clients on AI, and make sure to have AI case studies / work samples.
• Expanded Offering. Consider selling your expertise in AI to train clients or consult on processes, governance, etc.
• Productivity. Use AI to automate admin tasks like invoicing, client updates, or content drafts. It’s like having a virtual assistant, without the extra cost.

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Final Thoughts: No Time Like the Present!

Whether you’re a freelancer or a company, one thing is clear: AI is reshaping work as we speak. Yes, there are challenges: job disruptions, ethical concerns, and sustainability issues—but there is no putting the genie back in the bottle. What matters most is how we adapt. We must learn how to harness AI’s capabilities in ways that enhance our productivity and expertise, while keeping our human creativity, big picture thinking, and emotional intelligence front and center. This combination will result in work that has meaningful impact and appeals to the human spirit.