Generative AI does not reduce work, it creates more. Fiverr workers excepted

9 May 2025

A new study analyzing the Danish labor market in 2023 and 2024 suggests that generative AI models like ChatGPT have had almost no significant impact on overall wages or employment yet, despite rapid adoption in some workplaces.

It’s early days of course, and AI technologies are really still only seeping into workplaces. But the suggestion here is, by taking care of other tasks, AI leaves us free to do other things. Things it presumably can’t yet do.

Yet we’ve been here before, The arrival of successive technologies over recent decades, computers among them, were meant to reduce our workloads, freeing up more time for leisure activities. Here we are though, spending ever more time working, because with new technologies doing more grunt work, we can do more, I don’t know, meaningful workplace tasks.

But Micha Kaufman, CEO of Fiverr, sees the picture differently. In an email to staff, he warned AI is “coming for” the jobs of everyone — including his — at the online freelance marketplace:

It does not matter if you are a programmer, designer, product manager, data scientist, lawyer, customer support rep, salesperson, or a finance person — Al is coming for you.