Global freelance marketplace, Fiverr, has launched its latest AI Campaign Advertisement titled “Nobody Cares”, positioning AI as a tool empowered by skilled freelancers.

The campaign coincides with Fiverr’s 2024 Generative AI Usage Report, which reveals insights from 3,300 freelancers on the most popular AI tools, rising productivity, and concerns around privacy, copyright, and quality.

The campaign and report suggest that the talent using AI, rather than the technology itself, defines its value. The report reveals how freelancers are creatively applying AI, with top tools like ChatGPT and MidJourney driving productivity. Fiverr’s 2024 Generative AI Usage Report shows that usage among freelancers has increased to 63%, up by 5% since 2023.

While AI tools usage is rising among freelancers, a high level of scepticism remains, exacerbated by concerns of accuracy and quality along with legal, copyright, and privacy issues. The most used AI tools among experts include: ChatGPT (88%), MidJourney (37%), Firefly (29%), Quillbot (18%), Hugging Face (18%), and Gemini (15%).

The industries where usage of AI tools are increasing most are programming and tech (86% up by 10% in 2023) and music and audio (41% up by 9% in 2023). More than ⅓ of freelancers (36%) are paying for subscriptions to AI tools, showing a 10% increase as compared to 2023. Approximately 25% of US-based freelancers are worried about privacy, legal, and copyright concerns, while nearly 50% of UK-based freelancers question the quality of AI outputs.

The type of work where freelancers are using AI most are text and content generation (40%) with visuals and art and data analysis following (19% and 18%, respectively). Overall, more than one-third of freelancers (36%) are paying for subscriptions to AI tools, showing a 10% increase as compared to 2023.

But while 67% of freelancers confirm AI tools are increasing their productivity, perceptions and concerns around AI usage differ among users globally. Approximately 25% of US-based freelancers are worried about privacy, legal, and copyright concerns, while nearly 50% of UK-based freelancers question the quality of AI outputs

Fiverr’s AI Usage Report was conducted internally by its data team. Insights were provided by 3,300 active freelancers using the platform who have received an order within 30 days from when the survey was conducted. Data was collected between August 20, 2024, through August 31, 2024.

Matti Yahav, Chief Marketing Officer at Fiverr, commented on the campaign, “As more people and businesses are tapping into the potential of AI, we’re now entering an exciting phase of seeing what is actually being created with it. With AI helping to unlock the power of creativity, our new advertising campaign invites the public to look beyond AI as a tool, harness your imagination, and consider the endless possibilities, enormous amount of fun and great results that can come from leveraging the best AI talent.”