Bitkom Research study: AI is establishing itself in the world of work

A recent Bitkom Research study shows that freelancers are increasingly relying on AI tools. But despite technological advances, creativity remains a core human skill.

Berlin, March 10, 2025 - The use of artificial intelligence has become established in the world of work - especially among freelancers. This is shown by a recent study conducted by Bitkom Research on behalf of Fiverr. Six out of ten (63%) freelancers use AI tools at least once a month, one in five (22%) even on a daily basis. Seven out of ten freelancers (74%) see the technology as a valuable support that can increase their productivity.

Despite its increasing use, the human factor remains essential: two thirds (66%) of respondents are convinced that AI can never replace the creativity of a human being. Micha Kaufman, CEO and founder of Fiverr, emphasizes that creativity is a deeply human skill. AI-supported tools such as Fiverr Go are designed to help creatives make their work more efficient without compromising their creative integrity.

Freelancers are becoming increasingly important for companies

Companies are increasingly relying on external experts to drive digital transformations forward. A shortage of skilled workers and demographic change are contributing to the fact that freelance talent is playing a growing role in German companies. According to the study, 29% of managers surveyed have worked continuously with freelancers in the past year, while 41% have occasionally used external expertise.

Companies see the greatest advantages in the flexibility and rapid availability of freelancers. Digital skills are particularly in demand: In the past twelve months, freelancers were mainly used in the areas of digitalization consulting, business strategy, IT and artificial intelligence.

Challenges and expectations of politics

Despite the positive development, companies continue to see challenges in digitalization. High implementation costs, a lack of digital skills within the company and a shortage of skilled workers are slowing down progress. At the same time, the demands on employees are increasing: Communication skills in the digital space, knowledge of IT security and knowledge of AI are seen as increasingly important.

Both freelancers and companies have clear expectations of the new federal government. There is particular demand for tax relief, a reduction in bureaucracy and investment incentives to promote economic growth. Almost three quarters of companies (74%) expect sales growth in 2025 despite the current challenges. Freelancers are also optimistic about the future - 81% rate their order situation as positive.

The study shows that AI is fundamentally changing the world of work, but the human factor remains indispensable. Companies and freelancers are increasingly relying on digital tools - but at the same time expect clear political framework conditions in order to unleash the full potential of the digital economy.