mindset – Nils Rebehn

How AI changed the way freelancers worked in 2025

If 2024 was the year freelancers experimented with AI, 2025 was the year it became impossible to ignore. What started as curiosity turned into necessity. From writing and design to admin and client communication, AI has quietly changed how freelancers work — and how clients perceive value.

Here’s what really shifted this year.

1. Clients began paying for judgment, not output

AI made it easy to create something. Drafts, mock-ups, outlines — all seconds away.

However, clients soon discovered that quantity is not a substitute for quality. The smart ones stopped paying for deliverables and started paying for discernment.

Freelancers who could edit, refine, and decide what mattered rose to the top. The skill wasn’t pressing buttons — it was knowing which buttons to push, and when to stop.

2. Productivity stopped being the goal

At first, everyone used AI to “do more.”

But after the novelty wore off, the smartest freelancers used it to do less — to remove the boring parts and protect their focus.

AI drafted proposals, summarised calls, and organised notes.

That time wasn’t filled with more work; it was reclaimed for thinking, resting, or creating something meaningful.

The winners were those who used automation not to speed up, but to deliberately slow down.

3. Expertise shifted from knowing to applying

In 2025, “knowing things” stopped being impressive. Anyone could ask an AI and get a decent answer.

What mattered was applying that knowledge with taste, context, and empathy — traits no model can fake.

Clients began to trust freelancers who could combine technology with human understanding: using AI for structure, but maintaining the voice, nuance, and intent that were unmistakably human.

4. The best freelancers built small systems around themselves

AI didn’t replace the solo professional — it gave them a new level of leverage.

The freelancers who thrived built small, personal systems: one for lead generation, one for project delivery, one for content creation.

They stopped winging it and started running like mini studios — calm, consistent, and quietly efficient.

AI didn’t make freelancers obsolete. It made them sharper, faster, and more strategic — if they were willing to adapt.

As you plan your next year, ask yourself: Are you competing with AI, or partnering with it to build the business you actually want?

The freelance pricing trap: why cheap clients cost you the most

I think most freelancers don’t have a pricing problem — they have a confidence problem; they set low rates to “get experience,” hoping clients will eventually pay more.

Spoiler: they rarely do.

Once you start out cheap, you’re perceived as cheap.

And cheap clients? They’re not your stepping stone. They’re your anchor.

The bargain bin effect

You know those discount bins by the checkout — the ones overflowing with old DVDs nobody wanted ten years ago? They promise a bargain, but you don’t expect to find anything good in there. That’s the thing about cheap offers: they rarely inspire confidence.

It’s the same with your business. When you price low, you don’t look affordable — you look uncertain.

It’s the same with your business: when you price low, you don’t look affordable—you look uncertain.

The clients you attract will mirror that energy. They’ll question every line of your invoice, message you on weekends, and expect miracles on a shoestring budget.

You might think you’re being generous, but they might think you’re desperate and you need their business.

The irony is that these clients often turn out to be the hardest to please.

You can deliver great work, but because they never really trusted your expertise, they’ll still nitpick.

When you charge more, people assume you know what you’re doing — and they treat you accordingly.

Busy doesn’t mean successful

Low rates fill your calendar, not your bank account.

You end up working twice as much for half the pay, burning out while your best work gets buried under “urgent” requests from clients who don’t value it.

It’s the classic freelancer trap: you start freelancing for freedom, but end up chained to low-paying work that gives you less time and energy than your old job did.

You tell yourself it’s temporary — but unless you change your pricing, it isn’t.

High prices scare away the right people

You want to scare off the bargain hunters.

Serious clients aren’t looking for the cheapest option — they’re looking for certainty. When you state your price clearly and stand by it, you send a signal: “I’m the expert here, not a commodity.”

That quiet confidence is what gets you hired by people who actually value your input.

And when you finally work with clients like that, you’ll notice something: the work feels easier. Not because the projects are simpler, but because respect replaces resistance.

You’re trusted to do what you do best.

Raise your price or lower your standards

That’s really the choice. You can either charge more and work with people who trust you, or keep undercharging and spend your days firefighting.

Both paths are valid, but only one leads to a business that lasts.

The sooner you realise that “no” is not rejection but redirection, the faster your freelance career grows.

Every freelancer has to decide who they want to be: the discount option or the trusted expert.

Reflect on this: are your prices reflecting your skill, or your fear?

How to land your first freelance clients (without begging or undercutting)

Most freelancers start out the same way — applying for every job they see, lowering their rates, and hoping someone says yes. It’s a frustrating cycle that makes you feel invisible.

The truth is, good clients don’t hire based on who’s the cheapest. They hire the person who seems easiest to trust.

Here’s how to become that person.

1. Narrow your focus

Instead of being a “freelancer who does everything,” pick one clear problem you solve:

“I help small businesses set up their first email marketing system” is far more memorable than “I do marketing.”

When people can describe what you do in a sentence, they can recommend you.

2. Build visible proof

You don’t need a fancy portfolio — just a few clear examples that show you can deliver results.

That might include screenshots, testimonials from volunteer work, or a brief case study on LinkedIn.

Clients don’t care about your years of experience; they care about whether you can solve their problem.

3. Make it easy to say yes

Your first projects should remove friction for the buyer.

Offer a clear, limited package: a fixed price, a defined outcome, and a short turnaround.

The less a client has to think, the faster they’ll hire you.

4. Talk to people, not platforms

Referrals and personal contacts often lead to the best early clients.

Message past colleagues, friends, or business owners in your network.

Tell them what kind of project you’re looking for — not that you’re “looking for work.”

People like helping when it’s clear how they can.

5. Keep your standards

Saying no to the wrong client is part of building the right business.

Low-paying or pushy clients drain the energy that could be invested in better ones.

Remember: every “no” frees time for a “yes” that moves you forward.

Stop Thinking Like an Employee, Start Acting Like a Business

Identity Shift: Stop Thinking Like an Employee

Most new freelancers keep one foot in their old identity — still thinking, planning, and even acting like employees. They chase stability instead of opportunity. They wait for direction instead of setting it. And that’s why they struggle.

The moment you go freelance, your title changes—but your mindset must change too. You’re no longer a worker in someone else’s system. You are the system.

How is the mindset of an employee different from that of a freelancer?

An employee craves stability; they wait for things to happen.

A freelancer hunts for opportunities; they make things happen.

That’s the fundamental shift.

Employees are trained to think in terms of benefits and security — a fixed salary, predictable hours, paid time off.

Freelancers know none of that is guaranteed. The best ones treat every advantage as a bonus, not a right.

Freelancers should not worry about uncertainty. They know that no one is coming to manage, promote, or protect them. You stand for yourself — or you fall behind.

That’s both the risk and the reward of independence.

What was the hardest “employee habit” you had to unlearn?

For me, it was the clock. Employees are often bound by rigid time schedules, working 9 to 5, attending daily meetings, and submitting reports by Friday.

Freelancing breaks that rhythm completely.

At first, I kept forcing myself into the same structure, because it felt familiar. But soon I realised the real advantage of freelancing: control over when I work best.

Now I follow my energy, not the hours. Sometimes I dive in early and finish by lunch. At other times, I take a break and then return to work later. On some days, I don’t take meetings at all.

That flexibility is freedom — but it takes discipline to use it well.

Why is pricing often the biggest identity challenge for new freelancers?

Because pricing exposes what you really believe about your value.

As an employee, your salary is decided for you. As a freelancer, you name your price — and that’s terrifying at first.

You question whether you’re worth it. You think, Will anyone pay this much?

But once someone does, everything changes. You stop seeing yourself as a worker selling time and start seeing yourself as a professional delivering outcomes.

That’s when the freelancer mindset truly clicks.

How can someone begin to see themselves as a business owner, rather than just a worker?

For me, it’s all about planning and execution.

When I brainstorm, map out ideas, and strategise what to do next, I feel like a general manager — steering the business forward.

When I sit down and execute those plans, I become the CEO, making it happen.

You don’t need a team, an office, or a logo to think like a business. You need intention.

The shift happens the moment you stop waiting for instructions and start making your own decisions.

That’s when freelancing stops feeling like survival — and starts feeling like ownership.

Don’t Quit Blind: The 90-Day Plan to Go from Employee to Freelancer Without Wrecking Your Finances

Freedom doesn’t start with quitting your job—it starts with building your runway. Here’s how to turn three months of preparation into a confident, low-stress transition.

The 90-Day Transition Plan: How to Go from Employee to Freelancer with Less Stress

Most people think quitting their job to freelance is a leap of faith. It’s not. It’s a project.

And like any good project, it needs a plan—especially if you don’t want to end up broke, burned out, or back in another job six months later.

Let’s discuss what a smart 90-day transition looks like.

If you had to design a 90-day roadmap for someone leaving their job, where should they start?

Start with money. Always.

Before you do anything, make sure your emergency fund is in place. (If you missed my post on that—read it first.) Once your financial base is covered, check your employment contract. Are you even allowed to freelance on the side?

If you are, that’s your golden window. Use it to test the waters. Offer your services part-time. Build confidence and income before you ever quit.

Then, define what you’ll sell. What skills can you package into a clear service? And who actually needs that service? Figure that out, and you’re already miles ahead of most new freelancers.

What key milestones should freelancers hit during those three months?

There are three pillars: your offer, your audience, and your visibility.

First, your core offer—what’s the one service every client will want from you? Don’t overcomplicate it with ten add-ons. Start simple, add extras later.

Second, your audience—who pays for this? Are you targeting individuals, startups, or bigger companies? Know who the decision-makers are.

Third, your go-to-market plan—where will those people find you, and how will they become aware of what you do? Whether it’s LinkedIn, cold outreach, or communities, map that path early.

How much time should someone dedicate each week to preparing while still employed?

Realistically? A handful of hours a week. One per day gets you quite far.

Thanks to AI tools, you can create offers, outlines, and even marketing drafts faster than ever.

But here’s what’s non-negotiable: talk to real people. Reach out to potential clients by messaging them on social media or scheduling short interviews. Ask what challenges they face. Learn their language.

This is how you build services people actually want—not just what you think they want.

What mistakes do you see people make when they rush the transition?

Four big ones:

Running out of money and crawling back to a job.
Not testing the market before launching.
Skipping a marketing plan entirely.
Letting fear run the show instead of data.

Most “failed” freelancers didn’t fail at freelancing—they failed at planning.

What tools or resources would you recommend for building this 90-day plan?

Start with the basics: your emergency fund.

Then read The $100 Startup and draft a one-page business plan—no corporate nonsense, just clarity.

Take a social media course, such as LinkedIn OS, to learn how to find clients online.

And if you want an edge, take a quick AI crash course.

It’ll make your marketing and admin ten times faster.

Final Thought

Becoming self-employed isn’t about quitting your job—it’s about designing your runway.

The following 90 days are your test phase. Plan well, move smart, and when you finally take that leap, you won’t be falling—you’ll be flying.