PrimaMedia, April 23
How AI is transforming gig work with efficiency and stability
Businesses are increasingly adopting artificial intelligence tools in their operations. AI integration is a global trend: according to McKinsey, over 30% of workplace tasks could be automated by 2030. International gig platforms and HR tech companies are already using generative AI for hiring, shift coordination, and worker retention. These solutions help quickly match people to specific tasks, reduce no-shows and tardiness, and automate communication and onboarding. For businesses—especially in retail and logistics—this is critical, as the cost of a single missed shift directly impacts revenue and customer experience.
Avito Rabota (Avito's gig work service) shared its experience using three AI tools: a chatbot for handling job applications, a voice assistant for calling potential workers, and an AI helper for managing candidate responses. The AI call center has processed over 1.2 million requests in a year and achieved a higher contact rate—61% compared to 45% for human operators. The third tool, an AI assistant for processing worker responses, has doubled conversion rates from application to shift booking—from 5% to 10%.
"The most costly issue in gig work is an unfilled shift: a single no-show directly hits a business's revenue and service quality. This is precisely the problem AI is solving today. At the market level, AI is transforming the gig economy into a more manageable system, where supply and demand find each other faster in real time, and platforms can ensure high shift fulfillment rates through more accurate forecasting, personalized matching, and automated communication. This changes the game: companies gain more predictable results, while workers get steadier income and clearer terms. In the long run, this will drive standardization, transparency, and efficiency in the gig market," says Sergey Yaskin, director of Avito Rabota.
Experts note that for workers, AI adoption primarily simplifies the path from initial interest to their first shift—and, as a result, allows them to start earning faster. A key barrier at this stage is the need to quickly understand the terms, choose a suitable shift, and complete the first steps without unnecessary complications. AI helps address this through personalized recommendations, proactive communication via calls and chatbots, and support during onboarding and service rule explanations.
Avito Rabota reports steady growth in demand for workers across most part-time sectors. The number of posted shifts in taxi and passenger transport has surged the most—up 2.4 times (+142%) over the past year—while delivery, freight, and logistics have seen a 2.3-fold increase (+125%). This rapid scaling directly increases the workload for processing applications and communicating with workers.
As the number of shifts posted grows exponentially, manual processes become inefficient—both in terms of speed and cost. Automation enables stable processing of hundreds of thousands of applications, maintains conversion rates for bookings and shift attendance, while simultaneously reducing operational expenses.
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