Upwork Trends 2025:

What Skills Will

Define Success?

Each year, the demands of the freelance market evolve, and 2025 is no exception. The latest Upwork research reveals that employers are increasingly prioritizing deep expertise, with demand for specialists in specific niches growing rapidly.

Source: Upwork In-Demand Skills 2025

Key Insights from the Research

Generative AI & AI Data Annotation Have Grown by 220%

Artificial intelligence continues to expand its capabilities, and companies are actively seeking professionals who can create, train, and optimize AI models. At the same time, the demand for high-quality training data preparation has also surged.

Generative AI Specialists Earn 22% More

Earnings are directly linked to the demand for specific skills. AI professionals not only receive higher rates but also gain access to more ambitious projects.

Businesses Pay Less Attention to Degrees

According to the research, 74% of executives do not consider a degree a key criterion when selecting freelancers, and 78% of CEOs believe experienced freelancers provide more value than full-time employees with academic education.

Freelancing Becomes the Primary Workforce

More than 50% of companies prefer freelancers for critical business tasks, and CEOs in 2025 plan to integrate remote teams even further.

What Has Changed in the List of In-Demand Skills Since 2024?

We compared this research with a similar report from the previous year (2024) and found that the list of skills has remained relatively stable. However, some trends have shifted—and these changes are not random. We analyzed the reasons behind these shifts and their impact on the freelance market.

Data Science & AI

Change: Growing demand for AI Data Annotation and Knowledge Representation.
Why? Businesses are looking for ways to systematize knowledge and optimize AI models.

Coding & Web Development

Change: UX/UI Design is replacing Database Development, highlighting a stronger focus on user experience.
Why? Users expect more intuitive and visually appealing interfaces, pushing companies to invest in UX/UI design.

Sales & Marketing

Change: Display Advertising is replacing Marketing Automation.
Why? Companies are competing more aggressively for digital ad space, prioritizing effective ad formats.

Accounting & Consulting

Change: Increasing demand for Career Coaching and Training & Development, reflecting a growing interest in professional growth and learning.
Why? Companies seek ways to retain and develop employees, driven by rapid labor market changes and the need for continuous adaptation.

Customer Service & Admin

Change: Ecommerce Management replaces Dropshipping, and Business PM takes over from IT Project Management.
Why? E-commerce continues to expand, requiring more structured business management. Meanwhile, traditional IT project management is giving way to more flexible business management methodologies.

Design & Creative

Change: Logo Design is being replaced by comprehensive Brand Identity Design.
Why? Businesses aim to build cohesive visual systems that create a unique brand image. Additionally, demand for Cartoons & Comics is rising as visual content becomes more effective in engaging audiences and establishing an emotional connection with customers.