Malt tops 1 million freelancers as AI demand surges

Malt has passed one million registered freelancers on its platform and now works with more than 100,000 businesses.

The milestone comes as companies in the UK and across Europe make greater use of independent specialists to fill skills gaps, especially in technology and artificial intelligence. Malt's client base includes Schneider Electric, L'Oreal and Reckitt.

The figures offer another sign of the scale of the freelance economy in the UK. According to IPSE, more than two million freelancers generate an estimated £184 billion in collective turnover, and account for 49% of the country's 4.2 million solo self-employed workers.

Malt says demand for specialist technology and AI freelancers has risen sharply on its platform. In its Tech Trends Report, AI ranked as the second most in-demand skill among businesses using the service.

Demand for freelancers with Agentic AI expertise rose by 5,800% over 12 months, more than twice the increase in supply over the same period. Meanwhile, 22% of non-technology projects posted on the platform required AI skills, suggesting demand has spread beyond specialist digital teams.

The shift comes as employers reassess staffing models amid rapid AI adoption and uncertainty over future workforce needs. A recent UK government report identified the response to fast AI adoption as one of the five main skills challenges facing the economy.

Malt operates in nine countries and regions across Europe and the Middle East. It recorded business volume of more than €800 million in 2024.

Its model reflects a wider move by businesses to hire outside experts for defined projects rather than rely solely on permanent recruitment. That trend has created openings not only for software engineers and data specialists, but also for consultants, interim executives and transformation leaders.

Luke Hicks, Vice President of Enterprise and UK Country Lead at Malt, linked the growth in freelance hiring to the demands created by AI and broader business change.

"The pace of technological change, driven by AI, is creating exciting opportunities across the UK economy, but it is also presenting big new challenges, particularly for enterprise businesses.

More companies are responding to the changing economic landscape by adapting their working models to become more agile, and this is reflected in a growing share of highly skilled professionals turning to independent, outcome-based work.

Together, these factors mean more employers now see freelancers as a strategic pillar of the enterprise skills ecosystem rather than an ad hoc addition. Malt reaching one million freelancers reflects this change, marks an incredible achievement, and demonstrates the essential role freelancers are playing in driving impact and growth at UK businesses," Hicks said.

Rising demand is especially visible in areas tied to AI deployment, as employers move from early trials to broader use across operations. That is increasing demand for people who can connect technical systems with governance, operations and business planning.

Hicks said companies are now seeking a broader range of freelance expertise around AI.

"The UK is now investing heavily in its AI infrastructure in a bid to catch up with rising demand for Agentic AI and MLOps. With related infrastructure roles expanding across Europe, it is clear that companies are moving from pilots to production systems. AI is becoming operational at scale and requires implementation expertise," Hicks said.

He added that the market is also creating demand for freelancers who can work across functions rather than focus on a single technical discipline.

"Highly skilled freelancers, from AI and technology specialists to experienced executives and transformation leaders, will fill workforce skills gaps, shaping business strategy and execution as organisations enter the next AI phase," Hicks said.

"The AI talent UK organisations are seeking is not limited to technical specialists. It also includes freelance experts who can orchestrate and connect AI strategy, governance, operations and business outcomes. There is growing demand for what is known as 'super-connectors' who can help organisations turn AI investment into measurable transformation," Hicks said.