DOES FREELANCING FEEL DIFFERENT? WHY AND WHAT TO DO

It's the season of gratitude, which may feel like a strange contrast to these odd, anxious times. If something about this year feels fundamentally different from last year, you’re not wrong — but where does that leave us?

The freelance life is characterized by constant change, and sometimes the goalposts move really quickly. Clients' expectations are shifting, AI is changing the nature of certain kinds of work, and new opportunities may not live in the same places they used to. Whether you're experiencing a genuine shift in the market or just having a particularly frustrating quarter, there's no denying that freelancing requires a little more adaptability these days.

Acknowledging how and where things have changed is essential for keeping your business agile. With that in mind, we’re taking a look at some of our most prevalent concerns, seeing what the research actually says, and exploring ways to respond to change. 

1. There's Just Less Work Out There

Verdict: Mixed.

If your inbox has been quieter than usual, you might be tempted to assume that companies are hiring fewer freelancers. The bigger picture is a little more complicated.

According to Upwork's 2026 SMB Business Outlook, 71% of small and medium-sized businesses planned to increase freelance hiring over the next three months, compared to 66% planning to increase full-time hiring. That's encouraging news, but it doesn't necessarily mean that every freelancer is seeing more opportunities.

Demand varies considerably across industries, business sizes, and specialties. A company might be eager to bring on a freelance AI specialist while putting off a website redesign or brand refresh. Even when businesses recognize the value of outside expertise, economic uncertainty can make them more conservative about which projects actually make it onto the calendar.

What to do: Think about what you can offer that adds value when clients are watching their budgets. Can you help an existing client get more mileage out of their current website? Can you identify opportunities to improve a process, solve a persistent problem, or make a project more efficient?

You don't necessarily need to convince someone to spend money on something entirely new. Sometimes, the easiest sell is a plan that helps them get more out of what they're already doing.

2. AI Is Reducing Hiring Needs 

Verdict: Largely true, but only for some tasks.

We can’t pretend that AI isn't taking over work that used to be awarded to freelancers. This reality is all around us, but it’s worth noting that some specialties are feeling the effects much more than others.

A 2025 study published in the Journal of Economic Behavior & Organization examined changes in freelance job postings following ChatGPT's introduction. Researchers found that demand for skills particularly susceptible to AI substitution, including writing and translation, declined by 20–50% relative to the study's estimated counterfactual trend. The sharpest declines affected short-term contracts.

However, this isn’t a universal decline in freelance demand. Skills that complemented AI or were relatively unaffected by it continue to see growth.

More encouraging news for creative professionals: a 2026 survey by Fast Company and AIGA found that nearly 40% of companies were using AI to get the creative process started, but only 14% of surveyed hiring managers expected their need for freelance designers to shrink over the following year.

In other words, clients may be using AI to generate initial drafts, concepts, and ideas, but that doesn't mean they're ready to give up the expertise needed to turn those starting points into something worthwhile.

What to do: If your business model is primarily delivery-focused, consider how you can expand the value you offer beyond the finished product.

A writer might offer research, interviews, content strategy, or editorial oversight. A designer might emphasize brand development, art direction, and implementation. An administrative freelancer might specialize in workflow management, client communication, or quality control.

If certain aspects of your job are vulnerable to outsourcing, focus on the things you do that AI can’t. You’re selling the expertise that goes into producing a good result, not just the deliverable itself.

3. Clients Are Paying Less

Verdict: True in certain cases, but not across the board.

One of the more frustrating consequences of AI is that some clients are beginning to question the value of work they perceive as “easy to automate.”

If a client believes they can generate a blog post, social media graphic, or spreadsheet with a few prompts, they may be less willing to pay what that work used to cost. Even when the finished product still requires considerable human intervention, the perception that it should be cheaper can create an awkward pricing conversation.

That said, the current evidence doesn’t bear out the fear that freelance rates are universally declining. The more immediate concern may be that clients expect more output for the same budget, or that freelancers will be “outbid” by cheaper alternatives. 

What to do: Consider whether your pricing model reflects the value you're providing or simply the time it takes to complete a task.

Hourly pricing can put you in an awkward position when experience, efficiency, and technology allow you to work faster. Instead, consider offering packages or retainers that combine deliverables with strategic support, consultation, or ongoing management.

Be specific about what your clients are getting. A package that includes research, content development, revisions, and performance recommendations communicates a different kind of value than a quote for “four blog posts a month.”

4. Recruitment Is Changing

Verdict: True.

If you've ever submitted an application and wondered whether an actual person read it, you're justified in your suspicion. Automated recruitment tools are becoming a bigger part of how companies find and evaluate candidates.

According to iHire's 2026 State of Online Recruiting report, 24.2% of employers currently use AI in their recruitment efforts, compared to just 4.9% in 2023. Among employers who use AI, nearly 30% use it to screen applicants or resumes.

Applicant tracking systems (ATS) also make it easier for companies to organize applications, search for relevant experience, and manage large candidate pools. Not every ATS uses AI, but these tools can influence whether your application gets noticed in the first place.

Neither freelancers nor full-time candidates are particularly enthusiastic about the trend. The same iHire report found that 44.3% of job seekers viewed employers' increased use of AI negatively, with concerns about qualified applicants being screened out.

What to do: Don't assume your application materials will reach a human first. Make it easy for someone (or something) to understand what you do and why you're qualified.

Use straightforward formatting, incorporate relevant industry terminology, and make your experience and results easy to identify. If a prospective client is looking for a freelance project manager with experience in software development, don't make them dig through your portfolio to figure out whether you fit the bill.

And remember, applying through a platform isn't your only option. Whenever possible, look for opportunities to establish a direct connection with the person making the hiring decision. Which brings us to our next point…

5. You Just Need to Know a Guy

Verdict: Mostly true.

There's a reason word-of-mouth has remained such a powerful source of business for freelancers. When clients have a trusted recommendation, they're often more comfortable moving forward than they would be with someone they've never encountered before.

A 2025 survey by The Mighty Marketer found that LinkedIn was the leading source of the best clients for freelancers, followed closely by networking. Perhaps more tellingly, 77% of respondents said that at least 51% of their work came from satisfied clients.

That last statistic refers to repeat business rather than referrals, but it makes an important point: maintaining good client relationships can be just as valuable as finding new ones.

When cold applications and crowded marketplaces aren't producing the results you want, your existing network is a good place to start.

What to do: Let go of the fear of seeming pushy and start engaging in a little more self-promotion.

Check in with former clients. Let current clients know what other services you offer. Reach out to former colleagues, industry contacts, and people you've met through professional associations. You don't have to ask everyone for work. Sometimes, simply letting people know what you're doing and what kinds of projects you're interested in is enough to get the conversation started.

You can also be more intentional about your professional visibility. Share your work, participate in industry discussions, and make connections with people who are likely to need your services or know someone who does.

An introduction won't guarantee you a project, but it can give you a meaningful advantage in a competitive market.

Change Is Fast, but You Are Faster

Freelancing isn’t known for being particularly predictable, and that's part of what makes it appealing to some people and absolutely maddening to others. 

The strategies that worked five years ago (or even last year) aren't going to work forever, but the core principles are timeless. Clients want solutions, not just deliverables. This will always involve a level of strategy and relationship management grounded in direct experience. 

Lean into what you do well, and be honest with yourself about where your business could use some attention. Maybe that means developing a new specialty, revisiting your pricing, reconnecting with former clients, or finding ways to make your expertise more visible. Whatever the case, you don't have to exist in a state of panic to stay agile. 

The freelance landscape may look a little different these days, but there's still plenty of room for people who understand the value they bring.