On 10 November 2026, OpenAI and Upwork published joint research into changing demand for professional services in the AI era.
The report, “The Rebundling of Freelance Work in the AI Age”, examines how AI tools are associated with changes in the projects businesses assign to independent professionals.
From individual services to integrated projects
One central finding concerns the structure of projects. Clients increasingly seek professionals who can combine several capabilities rather than commissioning each stage separately.
In audiovisual production, for example, one brief may ask for AI-generated video, editing and motion graphics together.
This points to a professional profile combining technological fluency with creative skills, technical knowledge and responsibility for the finished product.
AI-related projects attract larger budgets
AI-related projects tend to carry larger fixed-price budgets and involve more hours of work than comparable projects.
This does not necessarily mean higher hourly rates. The difference may partly reflect greater complexity and a broader scope of services.
Between early 2023 and late 2025, the mix of tasks across AI-related job postings became about 45% more diverse. This describes the overall mix of tasks, not a 45% increase in the number of tasks within each project.
What does this mean for creative industries?
For graphic designers, editors, animators, marketing specialists and content creators, the findings signal changing client expectations.
AI is becoming part of integrated production workflows rather than simply an additional skill.
Automation may put pressure on standard services, while professionals who combine creative judgement with technological knowledge may find new opportunities.
These developments are directly relevant to markets such as Albania, where creative professionals also work with international clients.
The study does not provide Albania-specific data. Its findings nevertheless offer a starting point for considering how agencies, production studios and freelancers might adapt their services.
The findings describe associations and changes in demand. They do not establish that AI caused job losses or increased every freelancer’s earnings.
The transformation therefore extends beyond whether AI will replace particular professions. It concerns how work is organised and the value professionals can create by combining technology with human expertise.
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