Upwork's Economic Advisory Council And The Next Phase Of Open Talent

Forbes

17-07-2025

A new era of work is emerging where diverse global talent connects through platforms evolving into ... More strategic ecosystems.
In a world racing to adapt to AI and evolving work norms, platforms that once merely connected freelancers to gigs are stepping into a much larger role. Upwork's recent announcement of its new Economic Advisory Council is more than a PR move. It signals that open talent is maturing.
For years, I've written about the transformative power of open talent models. What began as a way to increase flexibility in hiring is now pushing companies to rethink the very structure of work. Upwork's move reinforces a message I've been sharing for over a decade: the open talent economy is no longer a side hustle. It's becoming a central force in how work gets done.
The creation of this council brings academic rigor and economic insight into a space too often shaped by short-term thinking. With leading scholars involved, the council is positioned to explore fundamental questions: How should labor markets evolve to accommodate AI-human collaboration? What policy frameworks can balance worker protections with innovation? How do platforms scale globally while maintaining trust and transparency?
The goal isn't to make small adjustments to how remote work operates. It's to help shape a labor model that works at scale, for both individuals and institutions.
This marks a real shift. Until recently, platforms like Upwork were seen mainly as tools for convenience. They helped companies find quick help and gave individuals a way to earn income on the side. But as AI accelerates and businesses need more agility, platforms are becoming foundational infrastructure. And with that shift comes responsibility.
I've often argued that the next evolution of work requires a new kind of operating system, one that integrates human ingenuity with algorithmic efficiency, one that values relationships as much as transactions. Upwork's council moves us closer to that vision. It reflects a willingness to evolve from being just a digital marketplace to becoming a steward of a more inclusive and strategic ecosystem.
We've already seen this evolution play out across other leading talent marketplaces. These platforms aren't just intermediaries anymore. They're building communities, investing in professional development, and offering long-term support. That transition from gig broker to ecosystem builder is what will sustain their relevance in the years ahead.
The timing of Upwork's announcement reflects broader pressures. The freelance economy is booming, but it's also facing challenges. Workers are asking for more career development and stability. Clients want greater accountability and consistency. Governments are looking for clarity on how to regulate this space. The council creates a forum to address these issues in a coordinated way, helping to define what 'good' looks like for everyone involved.
At the heart of this is a core tension that balances freedom with structure. Open talent gives people agency over their work, but without thoughtful systems in place, that freedom can drift into fragmentation. That's the tightrope we're walking, and it demands a co-creative approach. Platforms, policymakers, and participants all need to be part of the conversation.
This has always been central to the philosophy of open talent. It's not just about tapping into a labor pool. It's about building trust, supporting development, and creating a sense of belonging within a flexible workforce.
Upwork's move also highlights a deeper truth: meaningful innovation in talent strategy doesn't come from automating the status quo. It comes from reimagining the purpose of work itself. It's not about replacing HR. It's about making talent more fluid, more equitable, and more responsive to the needs of today's economy.
We're still early in this transformation. The council is just getting started. But the signal is clear. The age of open talent is reaching a new phase. We're moving from gig work to governance, from matching tasks to shaping meaning.
If you're a leader navigating this change, now is the moment to lean in. Use platforms not just to plug resource gaps but to extend and evolve your workforce. View recruiters as strategic advisors, not transactional intermediaries. And understand that building the future of talent is a shared responsibility.
Welcome to the next phase of open talent. It's more ambitious, more inclusive, and more vital than ever.