Digital platforms are the result of the gig economy, a recent phenomenon which is disruptive in many aspects of traditional economic activity. Advancements in information technologies have contributed to the development of this phenomenon. This research focuses on freelancing platforms where freelancers and clients connect globally online. This research investigates, from freelancers' perspectives, important factors and strategies for getting projects, the implications of AI proliferation on these strategies, and how freelancers use AI tools and their impact in their freelancing activities. Two research questions were created RQ1: What do freelancers perceive as important factors in getting projects, what strategies do they use to get projects, and what are the implications of AI proliferation on their strategies? RQ2: What are the various ways that freelancers utilize Artificial intelligence (AI) tools and what is the impact of this in their activities? The thesis followed a qualitative approach with an interpretivist paradigm. The data was collected through interviews and surveys that resulted in 12 (n = 12) participants. The data was analyzed via thematic analysis and resulted in a total of 9 themes, 6 for the RQ1 and 3 for the RQ2, the data was interpreted and discussed in relation to literature, research questions, and affordance theory.

The findings for RQ1 suggest that freelancers perceive client feedback, obtaining their first client when starting out, and continuous education and skill development as important factors in getting projects. Strategies for attracting clients include self-presentation and marketing, in addition to building relationships with clients through personalized communication strategies. The proliferation of AI has implications for these strategies, as the availability of AI tools, lower entry barriers, and AI technology automating proposals result in increased competition for projects. Human intelligence and skills remain highly valued and freelancers can strategically leverage their expertise to stand out from competitors who rely solely on AI. The findings for RQ2 suggest that freelancers use AI tools in a wide range of applications. AI has impacted freelancers' efficiency, productivity, income, and competitiveness. Finally, there is a shift in freelancing dynamics, which includes the impact on competition and the ease of participation for individuals. Concerns include potential negative effects on pay rates and future job availability. Future research could try to quantify AI's impact on freelancers or explore how clients' perceptions of freelancers' AI usage influence hiring decisions.