Upwork (UPWK) has released its 2025 In-Demand Skills report, revealing significant trends in the freelance marketplace. The report highlights a 220% year-over-year growth in specialized AI skills, particularly in generative AI modeling and AI data annotation, with these roles commanding up to 22% higher hourly rates than traditional AI positions.
The findings show a dual trend: while technical AI expertise is booming, human-centric roles like career coaching have seen a 74% increase in demand. Nearly half of businesses (49%) are using freelancers to fill skill gaps, with 48% of CEOs planning to increase freelance hiring. Notably, 74% of executives now consider degrees irrelevant when hiring freelancers, focusing instead on proven expertise.
The report categorizes top skills across various sectors, including Accounting & Consulting, Coding & Web Development, Data Science & Analytics, and Sales & Marketing, reflecting the evolving demands of digital transformation and global workplace changes.
Upwork (UPWK) ha pubblicato il suo rapporto sulle competenze richieste per il 2025, rivelando tendenze significative nel mercato del freelance. Il rapporto evidenzia una crescita del 220% anno su anno nelle competenze specializzate in intelligenza artificiale, in particolare nella modellazione AI generativa e nell’annotazione dei dati AI, con questi ruoli che richiedono tassi orari fino a 22% più elevati rispetto alle posizioni tradizionali nel campo dell’AI.
I risultati mostrano una tendenza duplice: mentre l’esperienza tecnica in AI è in forte crescita, i ruoli focalizzati sull’umano, come il coaching professionale, hanno visto un incremento del 74% nella domanda. Quasi la metà delle imprese (49%) utilizza freelance per colmare le lacune di competenze, con 48% dei CEO che prevedono di aumentare l’assunzione di freelance. È particolarmente interessante notare che 74% degli executive considerano ora i titoli di studio irrilevanti quando assumono freelance, concentrandosi invece su competenze comprovate.
Il rapporto categorizza le competenze principali in vari settori, tra cui Contabilità e Consulenza, Coding e Sviluppo Web, Data Science e Analisi, e Vendite e Marketing, riflettendo le esigenze in evoluzione della trasformazione digitale e dei cambiamenti nel luogo di lavoro globale.
Upwork (UPWK) ha publicado su informe sobre habilidades demandadas para 2025, revelando tendencias significativas en el mercado freelance. El informe destaca un crecimiento del 220% interanual en habilidades especializadas de IA, especialmente en modelado de IA generativa y anotación de datos de IA, con estos roles exigiendo tarifas por hora hasta 22% más altas que los puestos tradicionales de IA.
Los hallazgos muestran una tendencia dual: mientras la experiencia técnica en IA está en auge, los roles centrados en el ser humano, como el coaching profesional, han visto un aumento del 74% en la demanda. Casi la mitad de las empresas (49%) utilizan freelancers para cubrir brechas de habilidades, y 48% de los CEOs planean aumentar la contratación de freelancers. Es notable que 74% de los ejecutivos ahora consideran irrelevantes los títulos académicos al contratar freelancers, enfocándose en cambio en la experiencia comprobada.
El informe categoriza las habilidades principales en varios sectores, incluyendo Contabilidad y Consultoría, Programación y Desarrollo Web, Ciencia de Datos y Análisis, y Ventas y Marketing, reflejando las demandas en evolución de la transformación digital y los cambios en el lugar de trabajo global.
Upwork (UPWK)는 2025년 수요가 많은 기술 보고서를 발표하며 프리랜서 시장의 중요한 트렌드를 드러냈습니다. 이 보고서는 전문 AI 기술에서 전년 대비 220% 성장을 강조하며, 특히 생성 AI 모델링 및 AI 데이터 주석 분야에서 이러한 역할이 전통적인 AI 직무보다 최대 22% 높은 시급을 요구합니다.
결과는 이중적인 경향을 보여줍니다: 기술적인 AI 전문 지식이 급증하는 반면, 경력 코칭과 같은 인간 중심의 역할은 74% 증가한 수요를 보였습니다. 거의 절반에 가까운 기업들(49%)이 기술 부족을 해결하기 위해 프리랜서를 이용하고 있으며, 48%의 CEO가 프리랜서 채용을 늘릴 계획입니다. 특히 74%의 경영진은 이제 프리랜서를 채용할 때 학위를 무시하고 입증된 전문성에 초점을 맞추고 있습니다.
이 보고서는 회계 및 컨설팅, 코딩 및 웹 개발, 데이터 과학 및 분석, 영업 및 마케팅 등 다양한 부문에서 주요 기술을 분류하며, 디지털 전환과 글로벌 근무 환경 변화에 따른 요구 사항을 반영합니다.
Upwork (UPWK) a publié son rapport sur les compétences en demande pour 2025, révélant des tendances significatives sur le marché du freelance. Le rapport souligne une croissance de 220% d’une année sur l’autre des compétences spécialisées en intelligence artificielle, en particulier dans la modélisation AI générative et l’annotation de données AI, ces rôles demandant jusqu’à 22% de taux horaires plus élevés que les postes traditionnels en IA.
Les résultats montrent une tendance duale : alors que l’expertise technique en IA est en plein essor, des rôles centrés sur l’humain comme le coaching de carrière enregistrent une augmentation de 74% de la demande. Près de la moitié des entreprises (49%) utilisent des freelances pour combler les lacunes de compétences, et 48% des PDG prévoient d’augmenter le recrutement de freelances. Notamment, 74% des dirigeants considèrent désormais les diplômes comme irrélévants lors de l’embauche de freelances, se concentrant plutôt sur l’expertise avérée.
Le rapport catégorise les principales compétences dans divers secteurs, notamment la comptabilité et le conseil, la programmation et le développement web, la science des données et l’analyse, ainsi que les ventes et le marketing, reflétant les exigences évolutives de la transformation numérique et des changements dans le lieu de travail mondial.
Upwork (UPWK) hat seinen Bericht über gefragte Fähigkeiten für 2025 veröffentlicht und dabei signifikante Trends im Freelance-Markt aufgedeckt. Der Bericht hebt ein Wachstum von 220% im Jahresvergleich bei spezialisierten KI-Fähigkeiten hervor, insbesondere im Bereich Generative AI-Modelle und KI-Datenanreicherung, wobei diese Rollen bis zu 22% höhere Stundensätze als traditionelle KI-Jobs verlangen.
Die Ergebnisse zeigen einen dualen Trend: Während technisches KI-Know-how boomen, sind menschzentrierte Rollen wie Karriere-Coaching um 74% gestiegen. Fast die Hälfte der Unternehmen (49%) nutzen Freiberufler, um Qualifikationslücken zu schließen, und 48% der Geschäftsführer planen, die Einstellung von Freelancern zu erhöhen. Bemerkenswert ist, dass 74% der Führungskräfte akademische Abschlüsse bei der Einstellung von Freiberuflern als irrelevant betrachten und stattdessen auf nachgewiesene Expertise achten.
Der Bericht kategorisiert die wichtigsten Fähigkeiten in verschiedenen Sektoren, darunter Buchhaltung & Consulting, Programmierung & Webentwicklung, Datenwissenschaft & Analytik sowie Vertrieb & Marketing, und spiegelt die sich wandelnden Anforderungen der digitalen Transformation und globalen Arbeitsplatzveränderungen wider.
Positive
- 220% YoY growth in specialized AI skills demand
- 22% higher hourly rates for specialized AI roles
- 48% of CEOs plan to increase freelance hiring
- 74% YoY increase in career coaching demand
- Strong growth across multiple skill categories indicating market expansion
Negative
- Declining relevance of traditional educational credentials (74% of executives say degrees are irrelevant)
- Shift away from generalist roles may impact traditional workforce
Insights
The data reveals compelling shifts in workforce dynamics and skill valuations that directly impact Upwork’s market position and revenue potential. The 220% YoY growth in specialized AI skills and 22% premium in hourly rates for AI specialists represents a significant revenue opportunity. With 49% of businesses turning to freelancers for critical skills and 48% of CEOs planning to increase freelance hiring, this indicates strong forward momentum in Upwork’s core market.
The platform’s evolution toward high-value, specialized skills particularly in AI and technical domains suggests improving take rates and average revenue per user. The 74% surge in coaching services demonstrates successful diversification into higher-margin professional services, reducing dependency on traditional freelance categories.
The emphasis on AI specializations, particularly in data annotation and generative modeling, signals a strategic alignment with enterprise needs. The shift from generalist to specialist roles reflects a maturing marketplace that can command premium pricing. This transition typically leads to higher platform retention rates and improved competitive positioning against traditional hiring channels.
The combination of technical skills with human-centric roles creates a unique value proposition. When businesses need both AI expertise and change management support, Upwork’s ability to provide both through a single platform becomes a compelling advantage. The platform’s data on skill trends also positions it as a thought leader in workforce evolution, strengthening its brand value.
The report’s findings about degree requirements are particularly significant for Upwork’s business model. With 74% of executives dismissing degrees in favor of proven expertise and 78% of CEOs rating top freelancers above degreed employees, this validates Upwork’s skills-first approach. This shift in hiring preferences expands the addressable market by removing traditional barriers to high-value work.
The emergence of coaching and development roles suggests enterprises are using Upwork not just for tactical execution but for strategic workforce development. This typically leads to longer-term engagements and higher customer lifetime value. The platform’s ability to capture and monetize these trends positions it well for sustainable growth in the evolving labor market.
New data highlights surging demand for AI specializations and human-centric skills amid rapid technological change
PALO ALTO, Calif., Jan. 15, 2025 (GLOBE NEWSWIRE) — Upwork Inc. (Nasdaq: UPWK), the world’s work marketplace that connects businesses with independent talent, today released its annual In-Demand Skills report, spotlighting the most sought-after skills across key work categories on its platform. The findings highlight a dual emphasis on advanced technical skills and human-centric roles, underscoring the evolving demands of a workforce shaped by emerging technologies, digital transformation, and global disruption.
While job postings requiring advanced AI skills, such as generative AI modeling and AI data annotation, are growing rapidly—along with the freelancer earnings associated with these skills—the report also highlights a significant rise in demand for roles like career coaching and training & development. This reflects businesses’ growing need for adaptability and guidance, highlighting how human-centric roles are essential to complement advanced AI capabilities in a fast-changing work landscape.
“The data reveals a dual narrative,” said Kelly Monahan, managing director of the Upwork Research Institute. “On one hand, there’s explosive demand for technical expertise in areas like AI. On the other, businesses are investing in coaching and human development to help their teams navigate technological change. Businesses are recognizing that the future of work isn’t just about technology—it’s about empowering people to leverage that technology effectively.”
Key findings from the report include:
- Unprecedented growth in specialized AI skills: Generative AI modeling and AI data annotation have grown by as much as
220% year-over-year, reflecting the rapid integration of AI into industries like healthcare, finance, and marketing. - Shift toward deep expertise over generalist roles: Businesses are prioritizing deep, technical expertise over generalist roles. Skills like generative AI modeling now command premium rates, with freelancers in these areas earning up to
22% more on an hourly basis than traditional roles in AI & machine learning. - Surge in career coaching and development roles: Human-centric roles like personal coaching have emerged among the fastest-growing skills on the platform, with demand increasing by
74% year-over-year. This underscores the growing importance of guidance and adaptability as businesses invest in reskilling their workforces to navigate technological change. - Freelancers drive business innovation: Nearly half of businesses (
49% ) are turning to freelancers to address critical skill gaps, and48% of CEOs plan to increase freelance hiring over the next year. Freelancers are enabling companies to innovate rapidly and adapt to changing market demands. - Less about degrees, more about proven expertise: A growing
74% of executives say degrees are irrelevant when hiring freelancers, focusing instead on proven expertise. In fact,78% of CEOs assert that their top freelancers contribute more value than degree-holding employees. As the reliance on degrees diminishes, businesses are prioritizing demonstrated capabilities to stay competitive.
“Earning premiums for advanced skills like generative AI modeling reflect the value businesses place on AI technology,” said Teng Liu, economist at Upwork. “These premiums highlight the scarcity of these specialized skills and their significant role in driving business productivity and competitive advantage.”
“As organizations adopt advanced technologies, they must also cultivate the skills and resilience needed for their teams to thrive in an era of rapid transformation,” Monahan added. “One way to do this is through highly specialized freelancers who can help drive adaptability and innovation. For professionals, there’s significant opportunity in focusing on niche specializations or combining technical skills with human-centric expertise to stay competitive.”
Read the full report findings and insights at https://www.upwork.com/research/in-demand-skills-2025.
Upwork’s Top 3 Fastest-Growing Skills by Category for 2025:
Accounting & Consulting
Coding & Web Development
Customer Service & Admin Support
- Supply Chain & Logistics Project Management
- Construction & Engineering Project Management
- Qualitative Research (e.g. survey coordinator, interview transcriber, focus group moderator)
Data Science & Analytics
Design & Creative
Sales & Marketing
Upwork’s Top 10 Most In-Demand Skills by Category for 2025:
Accounting & Consulting
- Accounting
- Bookkeeping
- Recruiting & Talent Sourcing
- Financial Analysis & Modeling
- Management Consulting
- HR Administration
- Tax Preparation
- Instructional Design
- Business Analysis & Strategy
- Financial Management/CFO
Coding & Web Development
- Full-Stack Development
- Front-End Development
- Web Design
- Mobile App Development
- Back-End Development
- Ecommerce Website Development
- UX/UI Design
- Scripting & Automation
- CMS Development
- Manual Testing
Customer Service & Admin Support
- General Virtual Assistance
- Data Entry
- Digital Project Management
- General Research Services
- Executive Virtual Assistance
- Ecommerce Management
- Market Research
- Manual Transcription
- Medical Virtual Assistance
- Business Project Management
Data Science & Analytics
- Data Analytics
- Machine Learning
- Data Visualization
- Data Extraction
- Data Engineering
- Data Processing
- Data Mining
- Experimentation & Testing
- Deep Learning
- Generative AI Modeling
Design & Creative
- Graphic Design
- Video Editing
- Presentation Design
- Image Editing
- Illustration
- 3D Animation
- Video Production
- Product & Industrial Design
- Cartoons & Comics
- Brand Identity Design
Sales & Marketing
- Social Media Marketing
- SEO
- Sales & Business Development
- Lead Generation
- Search Engine Marketing
- Telemarketing
- Email Marketing
- Marketing Automation
- Marketing Strategy
- Campaign Management
For more research from the Upwork Research Institute, visit: https://www.upwork.com/research.
Methodology
Skills data was sourced from Upwork’s proprietary database, analyzing freelancer earnings and job postings from January 1, 2024, to October 31, 2024, with demand originating in the United States. The analysis focused on completed jobs where each skill generated at least
About Upwork
Upwork is the world’s work marketplace that connects businesses with independent talent from across the globe. We serve everyone from one-person startups to large, Fortune 100 enterprises with a powerful, trust-driven platform that enables companies and talent to work together in new ways that unlock their potential. Our talent community earned over
Learn more at upwork.com and join us on LinkedIn, Facebook, Instagram, TikTok and X.
Contact:
Christine Lee
press@upwork.com
FAQ
What are the fastest-growing skills on Upwork (UPWK) for 2025?
The fastest-growing skills include Generative AI modeling, AI data annotation, and personal coaching, with AI-related skills showing up to 220% year-over-year growth.
How much more do specialized AI freelancers earn on Upwork (UPWK)?
Freelancers with specialized AI skills, such as generative AI modeling, earn up to 22% more on an hourly basis compared to traditional AI & machine learning roles.
What percentage of CEOs plan to increase freelance hiring on Upwork (UPWK) in 2025?
48% of CEOs plan to increase their freelance hiring over the next year.
How has the demand for career coaching changed on Upwork (UPWK)?
Demand for career coaching has increased by 74% year-over-year, reflecting the growing importance of human-centric roles.
What percentage of businesses use Upwork (UPWK) freelancers to address skill gaps?
49% of businesses are turning to freelancers to address critical skill gaps.
Source: Upwork Report: AI Skills Surge 220%, Freelancers Command 22% Premium in Hot Market
