Dave Bottoms leads Upwork’s Market group, a worldwide crew liable for the core Expertise Market, search and discovery, advertisements and monetization, core cellular experiences, in addition to new product innovation and analytics.
Dave brings greater than 20 years of Silicon Valley expertise to Upwork. He joined the corporate in 2022 from Meta, the place he led the Adverts Supervisor Platform and Experiences crew, liable for the flagship enterprise product utilized by tens of millions of small companies and world advertisers to drive invaluable enterprise outcomes throughout Fb and Instagram. Previous to Meta, Dave led the self-service buyer progress crew at Dropbox and a number of product groups at Yahoo!, together with these for the Homepage, Information, Sports activities, and different core media experiences.
Upwork started over twenty years in the past by pioneering a greater means of working, serving to companies discover extra flexibility and connecting expertise with extra alternatives.
Upwork, a 20-year-old platform, is present process important transformation below your management. What are the challenges and alternatives in driving innovation in such a well-established firm?
It’s an thrilling time to be at Upwork as we’re each driving a change throughout our merchandise and platform, in addition to leveraging AI instruments to alter how we work and construct new capabilities and workflows. In some ways, we’re a mature, public firm who’s operated via numerous incarnations and adoption cycles, however the brand new age of superior machine studying and generative AI has been an incredible boon to innovation and product options we’re in a position to ship to our clients.
As with every main technological shift and particularly throughout this era of AI growth, challenges and alternatives emerge as new capabilities are born. At Upwork, we see AI as a force-multiplier for our platform and for the proficient professionals who use it not solely to enhance work for shoppers – whether or not that’s coding, advertising and marketing, analysis or design – but in addition in getting began on that work sooner. It’s additionally an accelerant for the companies on our market which might be discovering expertise to drive to their true enterprise outcomes extra shortly.
One problem is making certain that the combination of AI into our merchandise addresses actual and substantial buyer issues. We’re not simply constructing or including new options for the sake of offering one thing “new,” however actually leveraging the ability of assorted AI fashions to drive elevated effectivity and options for the freelancers and companies that use our platform on a regular basis. Fortuitously, we’re in an advantageous place to drive these outcomes with AI instruments due to the super quantity of high-quality sign –from real-time behavioral information to wealthy, historic information – that we have now amassed from a various vary of particular work supply that goes again a few years. We’re utilizing this information to coach our customized massive language fashions (LLMs), energy lots of our newest product experiences, and ship the very best work outcomes for our clients.
Together with your in depth expertise at Meta, Dropbox and Yahoo, how has your method to product administration advanced? What classes have you ever carried ahead to your present position at Upwork?
My method to product administration has advanced to emphasise a steadiness between user-centric design and scalable innovation. There aren’t many locations higher than Meta for studying tips on how to construct merchandise at scale and for a various vary of customers – Fb and Instagram have billions of lively every day customers! In my position main product for the Adverts Supervisor Platform and Experiences crew, I realized tips on how to handle world, cross-functional groups constructing merchandise that cater to each small and medium-sized companies in addition to massive world companies supporting Fortune 100 enterprises.
Moreover, my experiences at Dropbox and Yahoo had been essential in serving to me develop a deep understanding of product-led progress mechanics for SaaS options, in addition to content material personalization and tips on how to steadiness “big bets” throughout a portfolio of shopper media merchandise. Each roles required a holistic understanding of product technique and growth from new product idea prototyping to launch and driving shopper adoption. I realized tips on how to ship merchandise and handle the groups that constructed these merchandise.
Now at Upwork, I benefit from drawing on the final 15-years of Product Administration expertise to information and steer innovation at an organization that’s reshaping the way forward for work. Undoubtedly, the most important problem is how freelance expertise and small to mid-sized corporations grapple with how greatest to embrace and undertake the AI know-how wave.
Throughout my earlier experiences, I’ve seen some seismic technological shifts just like the one we’re now seeing with AI –from the rise of social media to the shift to smartphones and the necessity for merchandise to be mobile-first. Whereas massive technological shifts can imply massive adjustments, at its core product growth continues to be about doing one factor constantly nicely – fixing buyer issues. With the rise of AI, technological developments are offering an enormous alternative to reinvent Upwork merchandise so that companies and expertise work higher collectively and produce stronger outcomes. We’re beginning to notice some early wins with our latest launch of Uma, Upwork’s Aware AI.
How do you steadiness making small, medium, and large bets in AI product growth, particularly given the speedy evolution of AI applied sciences? Might you share an instance of how this technique has been carried out at Upwork?
AI product growth requires a strategic mix of experimentation, scalability, and long-term imaginative and prescient. One core framework that I exploit in product planning that has been useful in creating AI merchandise at Upwork is what I prefer to name a VC-approach to product growth, the place I’m balancing a wide-range of portfolio merchandise. About 40% of what my crew is engaged on is massive rocks or massive bets that may have a really massive affect on the enterprise, but in addition are larger threat gadgets and take a substantial period of time. The remaining 60% is break up in half on close to time period gadgets that I’ve excessive confidence the crew will execute in opposition to the plan on, however seemingly received’t have a significant ROI for the enterprise and the opposite 30% is product work that retains the lights on like fixing bugs. AI at Upwork is a giant wager for us. It’s tough from a growth perspective requiring a excessive degree of experience, however the advantages could be large and so we’ve allotted a wholesome portion of our product focus to this space of labor during the last yr.
We launched job submit generator, which is now powered by Uma, Upwork’s Aware AI, in the direction of the top of final yr for instance of a “big bet” product that took place via a technique of experimentation from our in-house product incubation crew, Upwork Labs, and scaled right into a viable answer. With the rise of generative AI final yr, the crew explored a myriad methods to assist our clients reap the benefits of the chance the brand new know-how offered. We knew that shoppers typically encountered the impediment of beginning with a clean web page when describing their work wants. As such, we got down to decide how we might use generative AI to beat this problem. Final yr, we introduced a significant growth of our AI choices together with the launch of job submit generator, which is an AI-powered generator of a job submit that helps shoppers get a job submit drafted in seconds.
How does Uma, Upwork’s Aware AI, differentiate itself from different AI options in the marketplace, significantly when it comes to enhancing the hiring and matching course of for companies and freelancers?
AI fashions are solely as highly effective as the information that they’re skilled on. Uma is constructed on prime of industry-leading massive language fashions (LLMs) and customised with Upwork platform information, and it’s this customization that differentiates it from different AI options in our {industry}. In the present day, Uma powers plenty of key experiences within the hiring and matching course of which might be vital to shoppers and freelancers discovering one another, getting began, and finishing extra high-quality work. We’re in a position to improve these work actions as a result of we have now entry to twenty+ years of information, trillions of tokens of particular and extremely related information from our two-sided market that embody a variety of labor interactions. Uma learns off these information factors to function a relentless, clever companion for our clients, serving to companies and freelancers each step of the best way throughout the complete Upwork expertise.
With options like Finest Match insights and Upwork Chat Professional, how is Uma particularly tailor-made to assist freelancers stand out and safe extra initiatives? What suggestions have you ever acquired from freelancers throughout the beta section?
Powered by Uma, Finest Match insights assist companies discover the very best potential individual for his or her job shortly by figuring out related insights like prime proposals, shopper critiques, and ability alignment with a job submit. From the freelancer’s POV, it particularly highlights initiatives that intently align with a freelancer’s expertise and preferences subsequently rising their probabilities of being seen by potential shoppers and discovering work that most closely fits their experience. With Upwork Chat Professional, Upwork’s work companion powered by Uma, freelancers have a devoted chat app that helps them remedy difficult duties, increase productiveness, and do their greatest work.
We’re excited in regards to the development of those key experiences and located that in early releases freelancers reported elevated visibility and extra focused mission matches, resulting in larger engagement and success on our platform. Simply this previous quarter, every day lively customers of Upwork Chat Professional grew 68% quarter-over-quarter, and we’re seeing freelance professionals beginning to land extra work and earn extra consequently.
How do you envision the way forward for work evolving over the subsequent decade, significantly with the combination of AI and rising applied sciences?
It’s onerous to not see a future, at the least within the close to time period, the place AI turns into increasingly embedded in our day-to-day work and lives. Companies and professionals will proceed to include AI into their workflows and this can result in elevated productiveness. It’s essential to notice that people stay a vital element of this future. As AI more and more handles routine duties and offers invaluable insights on command, professionals will grow to be sooner, extra environment friendly, and have the ability to do extra. Jobs and expertise will naturally evolve, as they do in most technological shifts. Whereas some jobs might change or fade, many others will emerge, compelling people to adapt. We’re already seeing many conventional roles being remodeled by automation, necessitating upskilling or reskilling, whereas new alternatives are arising in areas that complement AI, equivalent to information annotation, curation, and AI safety, to call a couple of. People will more and more deal with duties requiring emotional intelligence, creativity, vital pondering, and sophisticated problem-solving—areas the place human ingenuity excels. With AI taking up routine duties, we can have the latitude to sort out extra intricate, strategic, and urgent challenges inside our organizations. It’s an thrilling future and I’m proud to be at an organization that’s leaning in and main on the forefront of its {industry} in terms of AI.
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