The future of work isn’t coming — it’s already here. According to Upwork CEO Hayden Brown, freelancers are not just keeping pace with traditional employees — they’re outpacing them. In a recent CNBC interview, Brown shared that freelancers are earning more, adapting faster, and becoming central players in how businesses implement artificial intelligence.

As companies race to capture the promise of AI, a growing number are turning to freelancers to make it happen. The world of work is being rewired — not just by technology, but by how people choose to work.

Key Takeaways:

• Freelancers on Upwork are outpacing traditional employees in earning power.
• Many professionals are choosing freelancing for flexibility, autonomy, and creative control.
• AI-related projects are among the fastest-growing job categories on Upwork.
• Businesses are using freelancers to drive real ROI from their AI investments.
• Upwork is positioning itself as an “AI equalizer” for both small and large organizations.

The New Definition of Work: Gig vs. Freelance

The gig economy and freelance economy are often lumped together — but there’s a meaningful difference. Gig work is typically short-term and transactional (think Uber, DoorDash, or TaskRabbit). Freelancing, by contrast, is skilled, project-based work where professionals often collaborate with multiple clients over time.

Platforms like Upwork have helped define and expand this freelance category. The typical freelancer isn’t just picking up extra work; they’re running their own micro-business. From software developers to copywriters to AI consultants, freelancers are building flexible, high-income careers without the limits of traditional employment.

The Upwork View: Autonomy Over Employment

In her CNBC interview, Hayden Brown emphasized that today’s freelancers are choosing this way of working — not settling for it. They want flexibility in how they work, who they work with, and what they work on.

“They’re not waiting to be hired or fired by a company,” Brown said. “They’re charting their own course.”

This shift in mindset — from dependence to independence — has become a hallmark of the modern professional. For many, freelancing offers more than financial freedom. It offers creative freedom, global opportunity, and a sense of ownership over one’s time and output.

AI Is Fueling Freelance Growth

AI has become one of the hottest categories on Upwork, with demand for AI-related skills growing faster than nearly any other. Businesses are hiring prompt engineers, data analysts, AI integration specialists, and automation consultants.

However, as Brown noted, 90% of AI pilot projects are failing — often because companies lack the internal expertise to translate AI hype into measurable results. That’s where freelancers come in. They help companies implement, test, and scale AI solutions affordably and efficiently.

Small businesses can tap into expert AI talent without hiring full-time staff. Larger enterprises can use Upwork to find specialized freelancers who help them experiment faster and deliver proof of concept.

In this way, Upwork is becoming an AI equalizer — making advanced skills accessible to both startups and corporations alike.

Businesses Want ROI — Freelancers Deliver It

As AI tools flood the market, many businesses are realizing that buying technology is easy; getting results is hard. Freelancers often bring the agility and problem-solving mindset that internal teams can’t match under tight timelines or budgets.

Companies want measurable ROI from AI — and that requires human expertise. Freelancers bridge the gap between potential and performance.

The Future: Work Rewired

Hayden Brown describes Upwork as “rewiring work for the AI era.” The platform isn’t just a marketplace anymore — it’s a global infrastructure for flexible, high-impact work.

Freelancers are no longer seen as temporary hires. They’re strategic partners helping companies innovate faster, reduce costs, and stay competitive in a rapidly changing landscape.

In a world where the line between human skill and machine intelligence is blurring, freelancers aren’t being replaced by AI — they’re powering it.