A recent report has revealed the most in-demand freelance professions in New Zealand and globally, with graphic designers topping the list nationally despite the significant rise in AI-generated content.
Tide, a business management platform, has published its Global Freelancer Report after analysing more than six million worldwide Google searches for freelance professions ranging from accounting to ghostwriting.
Demand surge
The report identifies that searches for ‘freelancing tips’ in New Zealand surged by 2,000% over the past three months, indicating strong interest in freelance careers.
Globally, freelance filmmakers are the most searched for, with over 280,000 searches annually, closely followed by SEO specialists and graphic designers. According to the report’s findings, the top five most in-demand freelance roles globally are filmmaker, SEO specialist, graphic designer, copywriter, and data entry specialist.
In New Zealand, the ranking is led by graphic designers, then copywriters, web designers, translators, and web developers, which highlights the growing significance of marketing and technology for local businesses.
AI and freelance roles
The rise of artificial intelligence platforms such as ChatGPT and Google Gemini has made it easier for anyone to generate content and images. However, the report notes that demand for freelance graphic designers and copywriters remains high.
Freelancers who design thumbnail images for platforms like YouTube have witnessed demand rise by 35%, and photo re-touchers have experienced a 57% increase in demand. The data also points to increased appetite for freelance web analytics, programming, WordPress development, and branding specialists.
Shifting global priorities
The most in-demand freelance roles reflect broader economic and technological shifts. For example, freelance programmers are in high demand in the United States, while in Germany, tax consultants are particularly sought after. Bookkeeping freelancing is also prominent in Denmark, Croatia, and several other nations.
The ten fastest growing freelance professions globally, according to the report, include web analytics specialists (88% increase year-on-year), content marketers (71%), photo re-touchers (57%), logo designers (55%), CAD designers (42%), SEO specialists (40%), programmers (36%), thumbnail designers (35%), WordPress developers and DevOps engineers (29%), and branding specialists (25%).
Freelancer perspectives
Oreoluwa Peter Famosa, a Freelance Filmmaker, Director and Co-Founder of SCARYTOWN, says that he has “been a freelancer since I was in my teens” with a “freelancing journey that began with assisting my Dad at weddings”. Oreoluwa has since created music videos and artwork for the likes of Rizzle Kicks, Rema and Ayra Starr, and says that “freelancing has truly opened up the doors to seeing more of the world and connecting with great individuals within wonderful communities. It’s a wholesome journey I’d encourage everyone to take at some point”. Outside of Peter’s three-word advice to “just do it” and take the leap, his key tips for any budding freelancer are:
Structure: Form a structure to your work by asking yourself questions like “What do I do? How do I do it? Why do I do it? How does it work?”
Punctuality: “Always submit things in time. Lateness is not greatness.”
Discipline: When you’re your own boss, this is key. According to Peter, “discipline is the most unstoppable force known to the human mind.”
Business view
George Schmidt, UK/Europe CEO at Tide, said: “Going freelance can be an exciting and natural next step for many people that have worked in an industry for an extended period of time. You can choose your clients, how you work and have the flexibility to fit it around your life.
From a business perspective, freelancers can be a cost-effective solution for one-off or short-term projects, offering the agility and expertise companies need without the overheads of a permanent hire or larger agency.”
“Either way, we’re here to champion and support freelancers, and the businesses commissioning them, with everything from company registration and formation, to banking and sending invoices”.
Research approach
The study’s methodology involved compiling a comprehensive list of freelance professions tracked through online directories, then analysing global search volumes using Google Keyword Planner. Data was collected for the years 2024 and 2025 and segmented by role category for both country and US state comparison. Ambiguous search terms were excluded to refine accuracy.
The report’s data indicate that, despite advances in AI services, creative and technical freelance skills remain essential for businesses and organisations seeking specialised support on a flexible basis.