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Crucially, Brown reports that Upwork’s AI strategy is already driving tangible results. “We’ve rapidly unlocked demand for AI-related work on our platform,” she noted in prepared remarks for Q4 2024. Indeed, Upwork’s internal data show that in 2024 the gross services volume (GSV) from AI-related projects grew by 60% year-over-year, and the number of clients posting AI-focused jobs jumped 42%. That surge contributed to Upwork’s record-high revenues in 2024 (reaching $769 million, +12% YoY) – achieved even as the broader staffing industry saw a 9% decline. Brown directly attributes Upwork’s outperformance to its early bet on AI: “Strategic investments in AI are already driving customer engagement and productivity, laying the groundwork for long-term market share gains,” she said. By Q1 2025, usage of Upwork’s AI features had skyrocketed – 52% more users engaged with Uma’s tools quarter-over-quarter, and AI-driven proposal writing usage jumped 58%. These are meaningful engagement lifts, translating to faster hiring cycles and more work getting done on the platform.

Upwork’s product leaders echo the CEO’s enthusiasm. “Work is being reshaped in real time as intelligent agents become a more familiar and essential part of how work gets done,” observed Dave Bottoms in the Summer 2025 release, framing AI as an “essential part” of modern workflows. In his view, Upwork’s job is to combine “human expertise and AI innovation” in ways that “solve problems, achieve results, and deliver meaningful work at scale.” This philosophy – AI as an amplifier of human “brilliance” rather than a threat – underpins Upwork’s marketing and product design. Notably, even as Upwork automates aspects of hiring (like screening via AI interviews), it emphasizes that the human element remains critical: AI handles the drudge work and initial analysis, so that clients and freelancers can focus on creative and high-value tasks. Upwork was even recognized by Fast Company as one of 2025’s Most Innovative Companies in the HR category for this AI-forward yet human-centric approach. The accolade specifically cited Upwork’s AI-driven work solutions – from the Job Post Generator (used by 70% of new clients) to Uma’s impact on hiring and project delivery – as transforming talent engagement.

Upwork’s leadership also speaks to the broader future of work they are enabling. “As the AI work tide builds, organizations of all sizes are seeking out more flexible talent models – with partners who integrate cutting-edge AI technology and valued human workers seamlessly and at scale,” Hayden Brown remarked. Upwork clearly aspires to be that partner. At the same time, Brown added, professionals worldwide “want digitally powered ways of working that give them easy access to more autonomy, flexibility and earning power.” By investing in AI, Upwork is catering to both sides of its marketplace: helping clients get work done faster and more efficiently, while empowering freelancers to earn more and learn the latest skills. This vision – where AI is a teammate to humans – permeates Upwork’s strategy and messaging.

How AI is Transforming Freelancing (Upwork’s Playbook)

From matching the right talent to the right job, to speeding up project execution, AI is redefining freelance and gig work processes – and Upwork provides a prime case study. One major impact area is hiring efficiency. Upwork’s AI features have dramatically shortened the time and friction in recruiting independent talent. For example, Upwork’s AI Job Post Generator helps clients craft detailed job descriptions in moments; over 70% of new clients are now opting to use this AI writing tool when creating a job post. This contributes to jobs being posted faster and with clearer scopes, which in turn leads to quicker matches. On the freelancer side, AI Proposal Assistants (like the Proposal Writer introduced with Uma) help freelancers auto-draft tailored proposals, saving them time and improving their win rates. The result: Upwork has observed higher volumes of proposals and bids, improved client conversion, faster time-to-hire, and even higher earnings for freelancers since deploying these AI tools. In fact, freelancers using AI on Upwork earned 44% higher hourly rates in 2024 than those who didn’t work on AI projects, reflecting the premium for AI-related skills and the productivity boost AI tools can lend.