Abstract
Purpose: The study explores the impact of GenAI tools on freelancer workers. Particularly, the study explores the perceptions and experiences of freelancers regarding Generative AI.
Methods: Following a methodology of online ethnography, the data was collected by observing the two largest gig economy communities on Reddit. It was analysed by thematic analyses and narrative techniques.
Findings: The preliminary findings highlight the impacts of AI tools on freelancers’ workflow, customer relations, platform relations and career development. The study brings empirical evidence to understand the impact of AI on overall freelance workers' workflow, customer relations and career development.
Originality: This study makes several contributions. First, it illustrates micro-level perspectives of GenAI from the viewpoint of freelancers, particularly how the AI tools and applications impact freelancers’ work and their career development at gig economy platforms. Second, the study employs an online ethnography methodology with rigorous data analysis techniques, introducing new methodological perspectives to the field and enhancing the depth and reliability of the findings. Finally, this study advances our knowledge of the changing nature of freelance work and the implications of AI technology for the future of work.