The industry spent a whole year ulcerating over AI, worrying aboutits accuracy, quality and issues related to legality, copyright and privacy, debating whether it will lead campaigns, take jobs…hiding using it, boasting using it. Meanwhile usage grew.
Fiverr has a message. Nobody cares. And the freelance marketplace is singing that to the world – literally. It has created a whacky, hugely fun Broadway musical-style spot, that reminds people what does matter – that the work “works, that it disrupts or converts, or makes a user dramatically cry”.
That AI is only as good as the creatives using it.
The 80-second Nobody Cares spot, mocks people who brag about using machine learning, and features cameos from Ross Pomerantz, known as Corporate Bro, and Fiverr CEO, Micha Kaufman. It was directed by Shushu E Spanier and is running online and across social media platforms.
The spot coincides with new report from Fiverr that shifts the focus to what should be cared about – the talent using it, how they’re using it, and the results it delivers. Fiverr’s 2024 Generative AI Usage Report surveyed 3,300 freelancers to shed light on the AI tools they rely on, plus the trends, results, potential challenges and benefits of using them. With ChatGPT, MidJourney, and Firefly ranking among the most used generative AI tools among freelancers, according to the new report, the research shows that usage among freelancers has increased to 63%, up by 5% since 2023. It also highlights that while AI tools usage is rising among freelancers, a high level of scepticism remains and it underscores the critical role human expertise plays when using AI to ensure quality results.
“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”, said Matti Yahav, Chief Marketing Officer at Fiverr. “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.”
Highlights of Fiverr’s 2024 Generative AI Usage Report include:
- 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)
- 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).
- More than ⅓ of freelancers (36%) are paying for subscriptions to AI tools, showing a 10% increase as compared to 2023
- 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
“With freelancers now playing bigger roles among companies, often filling specialised skilled roles, dedicating more time and resources to upskilling, and investing more in new tools and services, this demographic’s insights provide a valuable roadmap to both professionals and businesses exploring AI for its work and the talent required to use it,” Fiverr added.
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.
