• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
NewslettersCEO Daily

One type of company is adopting generative A.I. faster than all others

By
Nicholas Gordon
Nicholas Gordon
and
Alan Murray
Down Arrow Button Icon
June 29, 2023, 1:59 AM ET
A cheerful businesswoman working from home while looking at a video meeting on her computer monitor
Almost 70% of remote-first companies are already leaning into new A.I. technology, compared to just 53% of companies in the office, reports an Upwork survey.Getty Images

Good morning,

Another day, another study on how companies are thinking about generative A.I.—this one from freelance platform Upwork. Some of the results confirm what other surveys (see Tuesday’s post) have shown—that in the short term, companies are looking to hire more people, not fewer, because of generative A.I. And that there’s a gap between the enthusiasm of CEOs and the enthusiasm of their teams.

Recommended Video

A couple of other interesting takeaways from Upwork research, which surveyed 1,400 U.S. business leaders at the senior manager through C-suite level:

—Mid-sized companies (501-5,000 employees) are moving faster to adopt generative A.I. than large or small companies. Sixty-two percent said they are already leveraging generative A.I., compared to 41% of the bigger companies, and 56% of smaller ones. That likely reflects the risks around privacy, security, and accuracy that worry some big companies, as well as the lack of adequate talent at small ones.

—Remote-first companies are more likely to embrace A.I. Sixty-eight percent of full-time remote companies say they are leaning into this new technology, compared to 53% of companies that are full-time in the office.

I caught up with Upwork CEO Hayden Brown yesterday, who told me she’s convinced that generative A.I. will spark “a complete revolution in how work is happening at every level—and not just what the work is, but more fundamentally, how we do the work…This will break the model of how work has been done in the past.” She said job searches involving generative A.I. on her platform increased 1,300% between March and May, while job posts increased 1,000%. You can read more about the Upwork study here.

Also yesterday, I had lunch with the CEO of a company that has 126 years of history behind it—and remarkably, is still run by a member of the family that founded it. When I was a child, Smucker’s Apple Butter—the first product produced by the J.M. Smucker Co. in 1897—was my breakfast go-to. Today, the company’s brands include Jif, Folgers, Uncrustables, Milkbone, and more. 

Mark Smucker has been CEO since 2016. I asked him how leadership has changed over the past decade. His response:

“As CEOs, we have to think about more things than we would have ever had to think about five or 10 years ago. Each of our constituents has differing opinions, thoughts, interest. As a consumer goods company, our first focus is meeting the consumer needs. But we have to take care our employees. What they feel matters. If it’s about social issues, we need to be aware of what is important to them. But we also need to recognize that we’re a business, and we are in business to be successful.”

More news below.


Alan Murray
@alansmurray

alan.murray@fortune.com

TOP NEWS

Nvidia chips

Nvidia is warning that a reported U.S. proposal to further limit chip exports to China will cause a “permanent loss of opportunities” for the industry. The Biden administration is considering expanding an export ban to cover lower-end processors used for A.I. systems. The U.S. has already told Nvidia to stop selling its most powerful A.I. chips to Chinese companies. The Wall Street Journal

Sri Lanka holiday

Sri Lanka starts a five-day holiday today so the government can restructure $42 billion in domestic debt. Officials claim the move is needed to meet conditions for a $3 billion IMF bailout and announced the extra time off to prevent bank runs. The country’s debt crisis last year led to widespread protests and the ousting of then-President Gotabaya Rajapaksa. Financial Times

Electric cars

The U.S. auto industry’s lobbying group is blasting a proposed Biden air pollution rule designed to boost EV adoption as “neither reasonable nor achievable.” The White House wants two-thirds of passenger cars sold in the U.S. to be fully electric by 2032. The Alliance of Automotive Innovation, whose members produce 97% of new cars in the U.S., argues the rule will increase costs and reduce consumer choice. The New York Times

AROUND THE WATERCOOLER

Fridays in the office are ‘dead forever’ according to one of New York’s biggest commercial landlords—and Mondays are ‘touch and go’ by Eleanor Pringle

GLAAD CEO: When leaders look at LGBTQ rights as a human issue, not a political one, that’s when they win by Fortune Editors

Crypto VC firm Paradigm plays down A.I. ambitions, but some investors and founders are frustrated by Anne Sraders and Leo Schwartz

Wedbush’s Dan Ives says Wall Street is underestimating the A.I. gold rush: This is no ‘hype cycle’ by Chloe Taylor

Satya Nadella bet $13 billion that OpenAI will change business, but the Microsoft CEO’s favorite use of ChatGPT is to explain German philosophy and Persian poetry by Stephen Pastis

Small businesses’ ‘COVID suit of armor’ is helping them defy the odds amid consistent predictions of an imminent recession by Will Daniel

This edition of CEO Daily was curated by Nicholas Gordon. 

This is the web version of CEO Daily, a newsletter of must-read insights from Fortune CEO Alan Murray. Sign up to get it delivered free to your inbox.

About the Authors
Nicholas Gordon
By Nicholas GordonAsia Editor
LinkedIn iconTwitter icon

Nicholas Gordon is an Asia editor based in Hong Kong, where he helps to drive Fortune’s coverage of Asian business and economics news.

See full bioRight Arrow Button Icon
Alan Murray
By Alan Murray
LinkedIn iconTwitter icon
See full bioRight Arrow Button Icon

Latest in Newsletters

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

Latest in Newsletters

Team of doctors and businessmen communicating while having a meeting at doctor's office in the hospital.
NewslettersCFO Daily
Why health care CFOs are caught between AI pressure and governance risk
By Sheryl EstradaJanuary 6, 2026
20 minutes ago
NewslettersTerm Sheet
Crystal Ball: How IPOs and dealmaking will shake out in 2026
By Allie GarfinkleJanuary 6, 2026
1 hour ago
NewslettersCEO Daily
The CEO trying to revive some of what made GE so special
By Diane BradyJanuary 6, 2026
2 hours ago
Nvidia cofounder and CEO Jensen Huang speaking at CES on January 5, 2026 in Las Vegas, Nevada. (Photo: Patrick T. Fallon/AFP/Getty Images)
NewslettersFortune Tech
Nvidia rolls out its latest, greatest AI chip platform
By Andrew NuscaJanuary 6, 2026
3 hours ago
NewslettersMPW Daily
Sure, set a 2026 goal. But first reflect on all you achieved in 2025—just like these two former Fortune 500 CEOs
By Emma HinchliffeJanuary 5, 2026
20 hours ago
Two women office workers sit and talk at a desk.
NewslettersFortune CHRO
While worker bonuses decrease, pay transparency is on the rise in 2026
By Kristin StollerJanuary 5, 2026
24 hours ago

Most Popular

placeholder alt text
Personal Finance
Janet Yellen warns the $38 trillion national debt is testing a red line economists have feared for decades
By Eva RoytburgJanuary 5, 2026
18 hours ago
placeholder alt text
AI
Experienced software developers assumed AI would save them a chunk of time. But in one experiment, their tasks took 20% longer
By Sasha RogelbergJanuary 5, 2026
21 hours ago
placeholder alt text
C-Suite
CEO of $90 billion Waste Management hauled trash and went to 1 a.m. safety briefings—‘It’s not always just dollars and cents’
By Amanda GerutJanuary 3, 2026
3 days ago
placeholder alt text
Energy
‘Big Short’ investor Michael Burry says toppling of Venezuela’s Maduro will weaken Russia’s global standing as its oil ‘just became less important’
By Marco Quiroz-GutierrezJanuary 5, 2026
17 hours ago
placeholder alt text
Future of Work
Bosses are fighting a new battle in the RTO wars: It's not about where you work, but when you work
By Nick LichtenbergJanuary 4, 2026
2 days ago
placeholder alt text
Economy
Under Biden, America got 150 countries to agree a 15% global corporate tax. Under Trump, America gets an exemption
By Fatima Hussein and The Associated PressJanuary 5, 2026
15 hours ago

© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.