Filipino freelancers on Upwork are facing a new wave of disruption – not from fellow humans, but from artificial intelligence.

An analysis of over 5 million job listings from late 2023 to early 2024 revealed that writing jobs on Upwork fell by 33%, translation jobs by 19%, and customer service roles by 16%.

The notable dips are directly linked to the growing use of AI tools that can generate content, translate text, and even handle client queries with speed and efficiency.

Even more telling: a study found that freelancers in writing saw a 5.2% drop in monthly earnings following the release of ChatGPT​.

Meanwhile, coding jobs also declined by 20% between July 2021 and July 2023 – a trend that has continued into 2025.

For Filipino freelancers who have long relied on digital platforms for income, the AI boom has created a deeply uneven playing field.

Upwork’s own data found that its AI and Machine Learning category grew 70% in gross services volume in Q4 2023, making it the fastest-growing category on the platform for multiple quarters​.

Companies are now building teams around AI, according to an Upwork report that showed 90% of business leaders expect to grow their workforce because of generative AI.

Freelancers caught between declining rates and rising expectations

For many freelancers, the financial impact of AI’s rise is already being felt. Between November 2023 and February 2024, average hourly rates for translation jobs on Upwork fell by over 20%.

The reason? AI translation tools are fast, accessible, and increasingly accurate, creating pressure for human translators to lower their prices just to stay competitive.

While rates tumble for some services, others are skyrocketing. Demand for skills like AI data annotation, chatbot development, and prompt engineering is booming.

Upwork reported a staggering 220% year-over-year growth in specialised AI skills, and a 2,000% spike in job posts for chatbot development during the same three-month period​.

Freelancers who can offer these services are not only in demand – they’re commanding higher rates, with some earning up to 22% more than peers in traditional fields.

It’s a tale of two freelancing economies: one racing to the top with high-value AI skills, the other scrambling to survive in a shrinking pool of commoditised gigs.

How AI is replacing, not just assisting, Filipino freelancers

Filipino freelancers are seeing automation affect them at every level. Content generation tools are now able to produce full blog posts, marketing copy, and even news articles, eating into work traditionally done by writers.

Translation apps are handling projects once assigned to bilingual professionals. And in virtual assistance – long a stronghold for Filipino freelancers – AI-powered chatbots can now schedule meetings, manage inboxes, and respond to basic queries around the clock.

Even creative fields aren’t immune.

AI-powered tools can now generate images, edit videos, and design simple graphics. While they can’t yet replicate human creativity or nuanced branding work, they’re capable enough to handle basic projects, particularly for clients looking to cut costs​.

The pressure is further intensified by the emergence of AI-driven agencies on platforms like Upwork, which combine machine efficiency with low-cost service delivery.

These agencies often undercut independent freelancers by using AI to produce large volumes of work at speed and turning what used to be a person’s job into an automated pipeline.

Adaptation or extinction? How Filipino freelancers are fighting back

Despite the bleak outlook in some categories, many Filipino freelancers are taking action. Upskilling has become a top priority, especially in areas like AI training, prompt engineering, data labelling, and chatbot support.

These are roles where human involvement is still crucial, particularly in refining AI outputs and ensuring accuracy.

Specialisation is also proving to be an effective strategy. Freelancers who focus on niche markets – whether it’s legal content writing, technical translation, or UX-focused design – are finding it easier to resist automation.

By offering services that demand subject-matter expertise or high-touch communication, they carve out space that AI has yet to dominate.

Others are choosing to embrace AI tools rather than fight them. A growing number of freelancers are integrating AI into their own workflows – using it for research, drafting, or data handling – so they can take on more clients and increase efficiency.

According to surveys cited in the study, over 80% of full-time freelancers globally say they’re “fully committed” to using AI in their work, and half report that they’re earning more because of it​.

But it’s not just about skills. Building strong relationships remains a competitive advantage. Unlike AI, Filipino freelancers can offer empathy, cultural sensitivity, and creative thinking – attributes that matter to clients seeking trust and long-term collaboration.

The hard truth is this: AI is already here, and it’s transforming the freelance marketplace at speed.

For Filipino freelancers on Upwork, the challenge is real: falling job volumes, shrinking rates, and tougher competition from both AI tools and AI-native agencies.

Yet the opportunities are equally real for those who can adapt, upskill, and leverage their uniquely human strengths.

The future of freelancing in the Philippines may not look like the past – but for those willing to evolve, there’s still room to thrive.