AI Presents Opportunity and Risk for Freelancers

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AI is reshaping the creative sector, and Jon Williams sees it as both a tool and a challenge for freelancers.

“AI can be their greatest weapon,” he says, allowing independent creatives to compete with agencies faster, cheaper, and with more control.

But without advocacy, freelancers risk a race to the bottom on fees, threatening both their livelihoods and the industry’s future. The Freelance Champion could help balance innovation with protection.

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AI can empower freelancers if they learn to use it, not fear it. Those who adapt quickly could actually earn more by automating repetitive work.

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But it’s also risky — clients might expect lower rates because AI speeds up output. Freelancers must balance efficiency with value creation.