Upwork Launches ChatGPT Integration to Connect Businesses with On-Demand Talent

Upwork has introduced a new app integration within ChatGPT, enabling users to find and hire talent directly from within the AI interface, as the company looks to streamline how businesses move from idea generation to execution.

The integration allows users to describe project needs in natural language, discover relevant freelancers, and draft job postings without leaving ChatGPT. From there, users are directed to Upwork’s marketplace, where its AI agent Uma assists with project scoping, contract generation and work initiation.

Bridging AI Conversations and Real Work

The move reflects a broader shift in how businesses are using AI tools—not just for ideation, but as starting points for operational workflows. By embedding its marketplace into ChatGPT, Upwork aims to reduce friction between planning and execution.

The platform provides access to a global talent pool of more than 18 million professionals across 130 categories and over 10,000 skills, supporting a wide range of use cases from AI development to marketing and operations.

Targeting SMBs and Entrepreneurs

The integration is designed for a wide audience, including solopreneurs, startups and small-to-medium-sized businesses managing growing workloads. Users can initiate tasks through simple prompts, such as finding developers, automating workflows or drafting job requirements, before transitioning to Upwork’s platform to complete hiring and project management processes.

Growing Role of AI in Workflows

The launch aligns with increasing adoption of AI tools in business environments. According to Upwork, a large majority of organizations now encourage or require the use of AI platforms, making them a natural entry point for work-related activities.

OpenAI officials said the partnership aims to make it easier for users to translate ideas into actionable outcomes by connecting them with the right expertise within familiar tools.

Expanding Collaboration

The integration builds on an earlier partnership between Upwork and OpenAI focused on providing AI training and certification opportunities for freelancers on the platform.

Upwork said additional features, including enhanced project scoping and delivery capabilities, are expected to roll out later this year.