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How Independent Workers View and Use Generative AI
Since Open AI’s ChatGPT exploded onto the scene in November of 2022, generative artificial intelligence (Gen AI) has been the fastest-growing technology application ever. ChatGPT weekly has more than 100 million users, with Open AI’s Gen AI competitors (Anthropic, Google, Baidu, etc.) also reporting millions of users.
In simple terms, Gen AI systems allow users to ask questions—called prompts—and the Gen AI will provide human-like answers. Gen AI answers can include text, images, code, and other types of content. Because of the question-and-answer interfaces of most Gen AI systems, they are easy for people to use without specialized training.
Gen AI is already impacting how work is done and is expected to have even larger impacts over the next decade.
Gen AI offers many opportunities for freelancers and independent workers who embrace and leverage its capabilities to increase productivity and grow their businesses. But as is the case with any new technology, Gen AI also creates risks, especially for those who choose to avoid incorporating Gen AI into their work.
Gen AI offers many opportunities for freelancers and independent workers who embrace and leverage its capabilities to increase productivity and grow their businesses. But as is the case with any new technology, Gen AI also creates risks, especially for those who choose to avoid incorporating Gen AI into their work.
This brief covers the results of an MBO Partners and Emergent Research study on how independent workers (freelancers, independent contractors, gig workers, the self-employed, etc.) view and use Gen AI in their work. This research included surveying 1,132 independent workers and 3,832 workers with traditional jobs on their views and use of Generative AI, and in-depth interviews with 21 independent workers who use Gen AI. See the Methodology section at the end of this brief for more details.
Independent Workers Don’t Fear Gen AI
Despite widespread media reports about AI replacing workers, few independent workers are concerned about Gen AI taking their jobs.
Despite widespread media reports about AI replacing workers, few independent workers are concerned about Gen AI taking their jobs.
When asked about the impact of AI and ChatGPT on their work, just 8% of independents said their work is at risk of being replaced over the next five years (compared with 13% of traditional workers). Even looking out longer than five years, only 16% said their work is at risk of being replaced by AI (compared with 21% for traditional workers).
Other studies have found similar results for those with traditional jobs. For example, Gallup reported
When asked about the impact of AI and ChatGPT on their work, just 8% of independents said their work is at risk of being replaced over the next five years (compared with 13% of traditional workers). Even looking out longer than five years, only 16% said their work is at risk of being replaced by AI (compared with 21% for traditional workers).
Other studies have found similar results for those with traditional jobs. For example, Gallup reported that 22% of American workers worry that AI will replace them soon.
The main explanation independent workers give for not fearing AI is they believe it’s not capable of replacing many important aspects of their work. Examples include customer interaction, manual tasks (when relevant), insight generation, creativity, and judgement.
Independent workers also point to problems that current Gen AI systems have, including hallucinations (generating false information), data mistakes, a lack of common sense in their responses and a lack of transparency with how results are generated.
that 22% of American workers worry that AI will replace them soon.
The main explanation independent workers give for not fearing AI is they believe it’s not capable of replacing many important aspects of their work. Examples include customer interaction, manual tasks (when relevant), insight generation, creativity, and judgement.
Independent workers also point to problems that current Gen AI systems have, including hallucinations (generating false information), data mistakes, a lack of common sense in their responses and a lack of transparency with how results are generated.
| My work is at risk of being replaced in the next 5 years | 8% | 13% |
| My work is at risk of being replaced longer term – more than 5 years | 16% | 21% |
Independents Know (and Use) AI
Despite its newness, almost three-quarters (74%) of independent workers we surveyed reported being familiar with Gen AI. Even more stunning, more than one-third (37%) reported using Gen AI in their work, with the majority (59%) of that group using Gen AI for more than one application.
Independent workers use Gen AI to amplify their productivity to become more effective and efficient. Gen AI allows them to delegate repetitive and mundane tasks, providing them with more time to focus on more complex and value-adding aspects of their work.
Independent workers report using Gen AI in a variety of applications, including:
Gen AI-powered tools help independent workers rapidly research topics, generate article outlines and drafts, and format deliverables. Four in ten independent workers (39%) who use Gen AI report using it for these tasks.
Gen AI can produce completely original images, designs, graphics, and presentations with just a few user prompts. This allows independent workers to create visual content, mock-ups, and other high-quality creative material quickly and efficiently. Almost one-third (32%) of independent workers who use Gen AI report using it for creative applications.
The use of Gen AI coding assistants is widely used by programmers to help write code, autocomplete partial code builds, debug, pull in libraries, and more. About one in ten independent workers who use Gen AI use it for coding (9%), which is the vast majority (87%) of independent workers who reported being independent programmers in our survey.
Independent workers are using AI in marketing their own businesses and, if they provide marketing services to their clients, as part of their service offering. This includes creating content for websites, blogs, email campaigns, and social media. Gen AI is also used for marketing-related data analysis and client presentations. About one quarter (27%) of independent workers reported using Gen AI for marketing purposes.
About one in four (24%) independent workers reported using Gen AI to help with a range of administrative tasks including workflow automation, proposal and contract generation
Research and WritingGen AI-powered tools help independent workers rapidly research topics, generate article outlines and drafts, and format deliverables. Four in ten independent workers (39%) who use Gen AI report using it for these tasks.
Creative Content and PresentationsGen AI can produce completely original images, designs, graphics, and presentations with just a few user prompts. This allows independent workers to create visual content, mock-ups, and other high-quality creative material quickly and efficiently. Almost one-third (32%) of independent workers who use Gen AI report using it for creative applications.
Coding and ProgrammingThe use of Gen AI coding assistants is widely used by programmers to help write code, autocomplete partial code builds, debug, pull in libraries, and more. About one in ten independent workers who use Gen AI use it for coding (9%), which is the vast majority (87%) of independent workers who reported being independent programmers in our survey.
MarketingIndependent workers are using AI in marketing their own businesses and, if they provide marketing services to their clients, as part of their service offering. This includes creating content for websites, blogs, email campaigns, and social media. Gen AI is also used for marketing-related data analysis and client presentations. About one quarter (27%) of independent workers reported using Gen AI for marketing purposes.
Administrative tasksAbout one in four (24%) independent workers reported using Gen AI to help with a range of administrative tasks including workflow automation, proposal and contract generation
Top Gen AI Applications for Independent Workers
(% Application Use by Independent Workers Using Gen AI)
Most Independent Workers Using Gen AI Find it Useful and Productive
In our interviews, independent workers consistently report their use of Gen AI increases their productivity and saves them time, with most reporting productivity improvements in the 15%-30% range.
This is consistent with the findings of other studies on Gen AI’s impact on worker productivity.
Percentage of Independent Workers Reporting Gen AI as Useful
Extremely Useful
Very Useful
Somewhat Useful
Not Useful
Extremely Useful
Very Useful
Somewhat Useful
Not Useful
Most Independent Workers Plan to Use Gen AI in the Future
Many independent workers are finding ways to incorporate Gen AI into daily tasks and increase their productivity.
Many independent workers are finding ways to incorporate Gen AI into daily tasks and increase their productivity.
This has not gone unnoticed by independent workers who are not using Gen AI. Of those reporting they are not currently users of Gen AI, 62% say they will be users of Gen AI over the next two years. Coupled with almost all (97%) of current users saying they will continue to use Gen AI, this results in the share of independent users using Gen AI doubling to 73% over the next 2 years.
The Share of Independent Workers Using Gen AI Expected to Double Over the Next 2 Years
The Share of Independent Workers Using Gen AI Expected to Double Over the Next 2 Years
Currently Use Gen AI
Plan to Use or Continue to Use Gen AI Over the Next 2 Years
Getting Started with Gen AI
In our interviews with independent workers who use Gen AI, we asked for their best practices on how to get started using Gen AI. Below is a synthesis of their advice.
In our interviews with independent workers who use Gen AI, we asked for their best practices on how to get started using Gen AI. Below is a synthesis of their advice.
Start small and stay focused on productivity:
We consistently heard in our interviews that starting small and experimenting with simple use cases to improve productivity is the best way to begin using Gen AI. Because Gen AI tools are easy to use, it’s easy to try to do too much too soon or be distracted by applications that add little or no value.
Try different Gen AI tools:
Although ChatGPT has almost become synonymous with Gen AI, there are many Gen AI tools, and other tools may be better options.
Evaluate the results of your experiments:
Analyze the results of your experiments to see where Gen AI can add value to your work and improve your efficiency.
Scale by incorporating Gen AI into more workflows:
After developing a few simple, successful Gen AI applications, start deploying Gen AI more widely in your work.
Consider new work areas and business models:
Once comfortable with Gen AI, consider how it can be used to enter new markets and develop new business models.
Our interviewees also pointed out the biggest mistake being disappointed by early Gen AI use and giving up independent workers make when starting to use Gen AI:
While Gen AI tools are easy to use, it takes time, testing, practice and refinement to become good at using them effectively.
Our interviewees also pointed out the biggest mistake being disappointed by early Gen AI use and giving up independent workers make when starting to use Gen AI:
While Gen AI tools are easy to use, it takes time, testing, practice and refinement to become good at using them effectively.
Independent Workers With Gen AI Skills Provide a Large and Growing Talent Pool for Hiring Organizations
Already, millions of independent workers regularly use Gen AI to improve their productivity and provide increased value to their clients. Millions more will soon join this group.
Already, millions of independent workers regularly use Gen AI to improve their productivity and provide increased value to their clients. Millions more will soon join this group.
This makes independent workers a large and growing source of experienced, on-demand AI talent organizations can tap to augment their existing AI capabilities and introduce new and innovative ways of using AI.
The Independent Worker Shift to Gen AI is Just Beginning
The rapid proliferation of Gen AI use by independent workers has just started. Gen AI tools are being built into productivity software from Microsoft, Adobe, and most other software firms.
Most of these Gen AI tools are either free add-ins to existing software applications (Microsoft copilots, for example), or low cost. Because of this, they are easily accessible to independent workers.
The growing availability of these tools, coupled with productivity gains experienced by independent workers who are using Gen AI, mean usage by independent workers is all but guaranteed to increase.
But in addition to creating new opportunities for independent workers, Gen AI also creates risks.
The biggest of these risks is failing to embrace Gen AI or falling behind in its use. According to Harvard Professor and AI expert Karim Lakhani, “AI Won’t Replace Humans — But Humans With AI Will Replace Humans Without AI”. This warning applies to independent workers, as well.
The growing availability of these tools, coupled with productivity gains experienced by independent workers who are using Gen AI, mean usage by independent workers is all but guaranteed to increase.
But in addition to creating new opportunities for independent workers, Gen AI also creates risks.
The biggest of these risks is failing to embrace Gen AI or falling behind in its use. According to Harvard Professor and AI expert Karim Lakhani, “AI Won’t Replace Humans — But Humans With AI Will Replace Humans Without AI”.
This warning applies to independent workers, as well.
How We Used Gen AI in This Study
Like many independent workers, we used Gen AI tools to assist us with this research project.
We used Anthropic’s Claude to help us with background research, report outlines, first drafts, and drafting interview questions.
We also used Microsoft Bing’s Gen AI Copilot for background research. Bing’s Copilot provides
source references, which is useful when conducting and validating background research. We estimate that using Gen AI increased our project productivity by roughly 20%.
We also used Microsoft Bing’s Gen AI Copilot and Perplexity for background research. These tools provide source references, which is useful when conducting and validating background research. We estimate that using Gen AI increased our project productivity by roughly 20%.
We used Anthropic’s Claude to help us with background research, report outlines, first drafts, and drafting interview questions.
We also used Microsoft Bing’s Gen AI Copilot for background research. Bing’s Copilot provides source references, which is useful when conducting and validating background research. We estimate that using Gen AI increased our project productivity by roughly 20%.
We also used Microsoft Bing’s Gen AI Copilot and Perplexity for background research. These tools provide source references, which is useful when conducting and validating background research. We estimate that using Gen AI increased our project productivity by roughly 20%.
Methodology
The findings in this research brief come from the 2023 MBO Partners State of Independence in America study survey, which was fielded in July of 2023. This is the 13th consecutive year this study has been conducted. For the 2023 study, 6,575 residents of the U.S. (aged 18 and older) were surveyed, including 1,132 independent workers and 3,832 workers with traditional jobs. The survey results were weighted to reflect the demographics of the U.S. In addition to the survey, interviews were conducted with 21 independent workers who actively use Gen AI.
