Why Is Demand for Non-Technical Roles Increasing Alongside AI?

Why is demand for non-technical roles growing — even in an AI-powered world of work? In this episode of Work Week, Dr. Gabby Burlacu from The Upwork Research Institute explores how trust is shaping demand for roles once considered at risk of automation. Drawing on the latest Upwork data, we discuss how freelancers and knowledge workers are leveraging AI as an augmentation tool that makes them irreplaceable — and why clients are more than twice as likely to trust work done by humans using AI than AI alone. From legal consulting and financial strategy to design and project management, we’ll discuss how trusted professionals are applying their human judgment to their tech fluency. Whether you're a business leader or a freelancer, this episode offers strategic insights and practical steps for thriving in the trust-centered, AI-augmented workplace.