Upwork November Monthly Hiring Report: Demand Rose for Quality Assurance Testers, Interpreters, and Creatives

Rhea-AI Summary

Upwork (NASDAQ: UPWK) released its November Monthly Hiring Report on Dec 4, 2025, showing rising demand for human-centered skills as companies scale AI.

Key metrics include quality assurance testing +19% month-over-month, AI & machine learning +16%, and language tutoring & interpretation +48%. The report draws on more than 1 million annual U.S. job posts and a monthly business pulse survey, noting 39% of businesses cite skill gaps as a top challenge and 85% say digital fluency and AI literacy are growing in importance.

Positive

• Quality assurance testing demand +19% month-over-month
• AI & machine learning demand +16% month-over-month
• Language tutoring and interpretation demand +48% month-over-month
• Audio & music production demand +20% month-over-month
• Photography demand +14% month-over-month

Negative

• 39% of businesses report skill gaps as a top challenge
• Companies report limited confidence that AI-generated code and copy are ready to ship

News Market Reaction

-0.58%

1 alert

-0.58% News Effect

On the day this news was published, UPWK declined 0.58%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Contingent work market: $1.3 trillion Skill gaps challenge: 39% Digital fluency importance: 85% +5 more

8 metrics

Contingent work market $1.3 trillion Size of contingent digital knowledge work market cited in report

Skill gaps challenge 39% Businesses citing skill gaps as a top challenge heading into 2026

Digital fluency importance 85% Businesses saying digital fluency and AI literacy are becoming more important

QA testing demand 19% Month-over-month growth in quality assurance testing demand in November 2025

AI & ML demand 16% Growth in AI & machine learning category demand in November 2025

Language services demand 48% Growth in language tutoring & interpretation demand in November 2025

Audio & music demand 20% Growth in audio & music production demand in November 2025

Planned digital marketing hiring 40% Businesses planning to hire independent digital marketing professionals in next three months

Market Reality Check

Price: $22.11 Vol: Volume 3,488,101 is about...

low vol

$22.11 Last Close

Volume Volume 3,488,101 is about 33% below the 20-day average of 5,173,271, indicating muted trading interest ahead of this report. low

Technical Shares at $21.92 are trading above the 200-day MA $15.29, reflecting a pre-existing uptrend into this release.

Peers on Argus

UPWK fell 2.38% while key peers were mixed: YELP (-0.33%), GENI (+3.56%), RUM (+...

UPWK fell 2.38% while key peers were mixed: YELP (-0.33%), GENI (+3.56%), RUM (+1.54%), IAC (+0.85%), WB (+0.39%), suggesting stock-specific factors rather than a broad sector move.

Historical Context

5 past events · Latest: Dec 04 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 04	Hiring report	Positive	-0.6%	Monthly hiring data showing rising demand for human-centered and AI skills.
Nov 19	Conference appearance	Neutral	+6.3%	CFO participation in UBS technology and AI conference fireside chat.
Nov 18	Investor Day strategy	Positive	+5.5%	Multi-year AI-native growth plan with 2026 and 2028 financial targets.
Nov 13	AI productivity study	Positive	+0.1%	HAPI index showing up to 70% boost from human and AI collaboration.
Nov 12	Global AI hub	Positive	-5.1%	Announcement of Lisbon hub to scale AI innovation and technical hiring.

Pattern Detected

Recent AI- and strategy-focused announcements often coincided with positive moves, while operational or expansion updates have seen more mixed or negative reactions.

Recent Company History

Over the last month, Upwork has highlighted an AI-native strategy and solid Q3 momentum. At the 2025 Investor Day on Nov 18, management outlined long-term targets including 2026 revenue growth of 6–8% and an adjusted EBITDA margin of ~29%, which saw shares rise 5.5%. Earlier AI-related releases, such as the HAPI productivity findings and Lisbon AI hub, produced modest and negative reactions. Today’s November hiring report, showing double-digit growth in several AI and human-centered categories, fits the broader narrative of AI-driven marketplace demand but did not prevent a price pullback.

Market Pulse Summary

This announcement underscores rising demand for human-centered and AI-related skills on Upwork’s mar...

Analysis

This announcement underscores rising demand for human-centered and AI-related skills on Upwork’s marketplace, with categories like quality assurance testing up 19%, AI & machine learning up 16%, and language tutoring and interpretation up 48%. It highlights both opportunity in the $1.3 trillion contingent digital knowledge work market and challenges, such as 39% of businesses citing skill gaps. Investors may track how these category trends feed into reported revenue, gross services volume, and margins in upcoming filings.

Key Terms

ai & machine learning, deep learning, generative ai modeling, ai literacy, +1 more

5 terms

ai & machine learning technical

"Data from the Upwork Marketplace: QA testing grew 19%.3AI & machine learning (AI data annotation & labeling,"

Artificial intelligence (AI) and machine learning are technologies that enable computers to analyze data, recognize patterns, and make decisions or predictions without being explicitly programmed for each task. They are like a highly experienced assistant that learns from experience to improve its suggestions over time. For investors, these tools can help identify trends and make smarter choices by processing large amounts of information quickly and accurately.

deep learning technical

"AI & machine learning (AI data annotation & labeling, deep learning, generative AI modeling, etc.) grew 16%.3"

Deep learning is a type of artificial intelligence that uses multiple layers of computer models to recognize patterns and make decisions from large amounts of data, similar to how someone improves at a task by practicing many examples. Investors care because companies that harness deep learning can automate work, improve products, cut costs or create new revenue streams — but adoption also involves investment, data and regulatory risks that can influence profits and valuation.

generative ai modeling technical

"AI & machine learning (AI data annotation & labeling, deep learning, generative AI modeling, etc.) grew 16%.3"

Generative AI modeling involves creating computer systems that can produce new content, such as text, images, or music, that resembles human-made work. It works by learning patterns from large amounts of existing data and then generating original outputs based on that understanding. For investors, this technology can drive innovations across industries, enabling new products and services, and potentially influencing the value and growth prospects of companies involved in AI development.

ai literacy technical

"85% of businesses say digital fluency and AI literacy skills are becoming more important in their organization."

AI literacy is the ability to understand how artificial intelligence systems work, including their capabilities, limitations, and impact. For investors, it means being able to evaluate how AI-driven tools and technologies influence markets, business strategies, and decision-making processes. Being AI literate helps individuals make better-informed choices in a world increasingly shaped by intelligent machines.

ai-enabled skills technical

"Top 10 Most In-Demand AI-Enabled Skills in November 20254:"

Capabilities that people or software gain when artificial intelligence tools assist, automate, or improve specific tasks — for example, faster data analysis, smarter customer chat, or automated decision suggestions. Investors care because these skills can boost productivity, lower costs, and create competitive advantages (like giving workers a power tool), but they also signal needs for new training, capital investment, and potential disruption to business models.

AI-generated analysis. Not financial advice.

Companies turn to independent professionals to power digital operations with human touch, but skill gaps loom as a top challenge for 39% of businesses heading into 2026¹

PALO ALTO, Calif., Dec. 04, 2025 (GLOBE NEWSWIRE) -- Upwork Inc. (Nasdaq: UPWK), the world’s human and AI-powered work marketplace, today released its Monthly Hiring Report for November, finding that amid the race to scale AI systems, demand is rising for human-centered skills to reinforce work quality, uplevel communication and creativity, and power digital workflows. The report draws from more than 1 million job posts in the U.S. on the Upwork Marketplace annually and a monthly business pulse survey from the Upwork Research Institute. It offers a real-time view of how businesses are hiring in the $1.3 trillion contingent digital knowledge work market.²

“Businesses need talent who can apply creativity and human touch to everything they do,” said Anthony Kappus, chief operating officer at Upwork. “Increased demand for interpreters, quality assurance testing, and creative skills highlight that companies are adopting AI rapidly but aren't confident the resulting code is ready to ship or the marketing copy is ready to inspire customers.”

Top Hiring Insights: November 2025

Quality assurance testing rose 19% month-over-month as businesses add human capacity to increase confidence in adopting and scaling digital and AI systems.³
As businesses adopt and scale AI, they’re discovering operational gaps that require more human expertise, not less. Every wave of automation builds demand for people who train, validate, and reinforce these systems.

• Data from the Upwork Marketplace:
  • QA testing grew 19%.³
  • AI & machine learning (AI data annotation & labeling, deep learning, generative AI modeling, etc.) grew 16%.³
  • AI & apps integration grew 7%.³
• 85% of businesses say digital fluency and AI literacy skills are becoming more important in their organization.¹
  

Demand for communication and creative skills increased, led by a 48% rise in language tutoring and interpretation.³
Businesses are doubling down on applying the human touch to projects that depend on communication and creativity to deliver context and originality in work outputs.

• Data from the Upwork Marketplace:
  • Language tutoring & interpretation grew 48%.³
  • Audio & music production grew 20%.³
  • Photography grew 14%.³
• 38% of businesses say they are seeking strategic and creative thinking and 36% say they are seeking communication and interpersonal skills in independent talent.¹
  

Hiring across marketing and e-commerce continued to expand as businesses enter peak holiday season.³
Building on significant growth in October, companies continue to strengthen marketing and brand strategies for the holiday season with steady demand for talent to maintain e-commerce infrastructure, drive sales, and support marketing.

• Data from the Upwork Marketplace:
  • E-commerce development grew 5%.³
  • Lead generation & telemarketing grew 5%.³
  • Marketing, PR & brand strategy grew 2%.³
• 40% of businesses plan to hire independent digital marketing professionals in the next three months.¹
  

Top 10 Most In-Demand AI-Enabled Skills in November 2025⁴:

1. Graphic design
2. Python
3. Video editing
4. AI-generated video
5. ChatGPT
6. JavaScript
7. Adobe Photoshop
8. Adobe Illustrator
9. Video production (new)
10. Machine learning

“This month’s top AI-enabled skills show that more AI work is now part of a full workflow, rather than single, discrete tasks,” said Dr. Teng Liu, economist for the Upwork Research Institute. “Python and machine learning sit right alongside skills applied to video production and design tools. Teams need flexible talent who can conceptualize, build, and run these systems and workflows end-to-end.”

The Upwork Monthly Hiring Report is released monthly to provide timely workforce insights. For more insights from the world’s human and AI-powered work marketplace, visit upwork.com/research.

About The Upwork Monthly Hiring Report
The Upwork Monthly Hiring Report is designed to provide an early signal of broader shifts in how business leaders are hiring in real-time and aims to provide a more comprehensive picture of hiring trends in the U.S. labor market with a focus on the independent talent economy. The report draws from more than 1 million job posts in the U.S. on the Upwork Marketplace annually and a monthly business pulse survey from the Upwork Research Institute. It offers a real-time view of how businesses are hiring in the $1.3 trillion contingent digital knowledge work market.²

Methodology and Sources
¹ November Business Pulse Survey from the Upwork Research Institute.
² Estimated 2028 market size from Upwork Market Study, a commissioned third-party study that estimates the size of the flexible digital knowledge work market based on data from, among other sources, the Bureau of Labor Statistics, World Bank, and International Labour Organization (October 2025).
³ Upwork Marketplace data reflecting month-over-month changes based on new contract activity in the U.S. from November 1-24, 2025 compared to October 1-24, 2025.
⁴Upwork Marketplace data reflecting top freelance skills hired for based on new contract activity in the U.S. from November 1-24, 2025.

About Upwork Inc.
Upwork Inc.’s (Nasdaq: UPWK) family of companies connects businesses with global, AI-enabled talent across every contingent work type including freelance, fractional, and payrolled. This portfolio includes the Upwork Marketplace, which connects businesses with on-demand access to highly skilled talent across the globe, and Lifted, which provides a purpose-built solution for enterprise organizations to source, contract, manage, and pay talent across the full spectrum of contingent work. From Fortune 100 enterprises to entrepreneurs, businesses rely on Upwork Inc. to find and hire expert talent, leverage AI-powered work solutions, and drive business transformation. With access to professionals spanning more than 10,000 skills across AI & machine learning, software development, sales & marketing, customer support, finance & accounting, and more, the Upwork family of companies enables businesses of all sizes to scale, innovate, and transform their workforces for the age of AI and beyond.

Since its founding, Upwork Inc. has facilitated more than $30 billion in total transactions and services as it fulfills its purpose to create opportunity in every era of work. Learn more about the Upwork Marketplace at upwork.com and follow on LinkedIn, Facebook, Instagram, TikTok, and X; learn more about Lifted at go-lifted.com and follow on LinkedIn.

Contact
press@upwork.com

FAQ

What did Upwork report on hiring trends in November 2025 for UPWK?

Upwork reported rising demand for human-centered skills with QA testing +19%, AI & machine learning +16%, and language interpretation +48% month-over-month.

How does the November 2025 report affect UPWK investors' view on AI-related freelance demand?

The report indicates growing paid work tied to AI workflows, with multiple AI-enabled skills showing notable month-over-month gains, suggesting sustained marketplace demand.

Which specific skills saw the largest month-over-month increases in Upwork's Nov 2025 data?

Top increases included language tutoring & interpretation +48%, QA testing +19%, and AI & machine learning +16%.

What percentage of businesses told Upwork they face skill gaps entering 2026?

39% of businesses cited skill gaps as a top challenge heading into 2026.

Does the Upwork November report list the most in-demand AI-enabled skills for Nov 2025?

Yes — the top AI-enabled skills include graphic design, Python, video editing, AI-generated video, ChatGPT, JavaScript, Photoshop, Illustrator, video production, and machine learning.