How UK Freelancers Really Feel About AI in 2026 – Survey Results
Artificial intelligence is reshaping the creative industries - but how do freelancers actually feel about it?
Over the past month, we surveyed UK-based creative freelancers across film, media, writing, sound and production to understand how AI is affecting their work, their income and their outlook for the future.
The results reveal a profession that is experimenting, adapting - and deeply divided.
About the Survey
We surveyed over 1,000 UK freelance creatives in February 2026.
Respondents included filmmakers, sound engineers, writers, producers and other independent creative professionals.
The findings provide a revealing snapshot of how working freelancers are navigating AI right now.
1. AI Adoption Is Growing - But It’s Far From Universal
Although AI is clearly making its way into freelance workflows, it is not yet widely used on a day-to-day basis. Of the creative freelancers we surveyed:
- 21% use AI daily
- 11% use it weekly
- 37% use it occasionally
- 32% do not use AI at all
Nearly one third of freelancers surveyed are not using AI in their work at all.
This suggests that while adoption is underway, a significant portion of the creative freelance workforce remains cautious or unconvinced.
2. Nearly Half of Freelancers Are Paying for AI Tools
AI use is no longer just experimental, it’s becoming part of freelancers’ working expenses.
- 47% of our respondents currently pay for AI tools
- An additional 5% have tried paid plans but cancelled
- Most spending sits below £25 per month
Almost half of surveyed freelancers are investing their own income into AI tools.
For many, AI is becoming a core part of their business toolkit.
In terms of which AI tools they are using, there was one clear winner. 47% of creative freelancers named OpenAI's ChatGPT as the AI tool they use most often.
3. AI Is Improving Work - But Not for Everyone
When creative freelancers were asked about the impact of AI on their work:
- 63% said AI has had a positive impact
- 37% said it has had a negative impact
The majority of respondents reported benefits with working with AI, particularly with admin support, idea generation and speeding up repetitive tasks.
However, over a third feel AI has had a negative effect, highlighting concerns about quality, originality and creative depth.
This division reflects a broader tension in the industry.
4. The Biggest Fear: Reduced Demand for Creative Skills
Perhaps the most striking finding relates to job security.
- 53% worry AI will significantly reduce demand for their skills in the next 3-5 years
- A further 21% are somewhat worried
- Only 5% of creative freelancers said they were not worried at all
More than half of freelancers surveyed fear AI could meaningfully reduce demand for their work.
Even among those actively using AI, anxiety about long-term impact remains strong.
5. Optimism vs Concern: An Emotional Divide
When asked how they feel about AI’s impact on their future work:
- 42% said they are very concerned
- 21% are slightly concerned
- 16% are cautiously optimistic
- 15% are very optimistic
- 5% are neutral
It seems that amongst creative freelancers, concern about the impact of AI on their work in the future outweighs optimism overall.
Freelancers appear to be navigating a paradox: embracing AI tools while worrying about their long-term consequences.
6. The Confidence Gap
In terms of using AI in their work, confidence levels vary widely among creative freelancers:
- 32% respondents said they are not confident at all using AI effectively
- 10% are not very confident
- 37% are somewhat confident
- 21% are very confident
As nearly half of respondents lack strong confidence in using AI, it highlights a growing skills gap in the freelance creative sector.
7. The Real Barriers: It’s Not About Cost
When asked about barriers to using AI more, the top concerns were:
- Fear it could devalue creative work
- Ethical or copyright worries
- Quality concerns
Interestingly, cost was not the dominant barrier.
Freelancers are less concerned about price - and more concerned about creative integrity and professional standards.
Key Takeaways
Our survey of creative freelancers reveals a profession in transition.
AI adoption is increasing, and nearly half of freelancers are paying for AI tools. Most report at least some positive impact.
Yet anxiety remains high.
More than half worry that AI could significantly reduce demand for their skills, and many lack confidence in using the tools effectively.
Freelancers are not rejecting AI, but they are navigating it cautiously.
The story is not one of panic or blind optimism. It is one of tension – and that tension is likely to define the next phase of AI’s role in the creative economy.
Written by
Luke Glassford
Head of Marketing
Any views or opinions expressed above are for guidance only and are expressed in generic terms. They are not intended as a substitute for readers taking appropriate professional advice relevant to individual circumstances.
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