Platform Work in the Age of AI: Views from the South-East Europe

Valentina Vukmirovic — a Research Associate at the Institute of Economic Sciences in Belgrade, Serbia. This blog is produced as a part of the Reshaping Work Fellowship Programme. The opinions and views expressed in this publication are those of the author. They do not purport to reflect the opinions or views of Reshaping Work.

More than 100 participants from academia, trade unions, policymakers, civil society organizations, and businesses gathered on May 22 and 23, 2024 in Belgrade for the second regional conference on platform work in Southeast and Eastern Europe entitled “Rethinking the Future of Work: Platform Work in the Age of Artificial Intelligence”. The event was organized by the Public Policy Research Centre,* a Belgrade-based think tank, in cooperation with the Amsterdam initiative Reshaping Work. The key topics of the conference were regional trends in the platform economy, challenges of algorithmic management to platform workers, the impact of the platform economy on skills development, gender, and intersectionality.

Discover important takeaways from the conference, compiled from insightful roundtables and keynote speeches:

1. Embracing Transformation: The EU’s Approach to AI and Digital Work

“Digital technologies, artificial intelligence, and algorithmic management are transforming the world of work. With the recently adopted European Platform Work Directive, the European Union is introducing a legal framework that will open up opportunities for businesses and workers. This will ensure fairness, inclusion, and safety at work. The new rules also ensure that artificial intelligence is human-centered and reliable, empowering people in the workplace. The European Commission stands ready to help Member States implement these new rules as soon as possible so that we stay ahead of time,” said Manuela Geleng of the EU Directorate-General for Employment, Social Affairs and Inclusion, who addressed the participants at the start of the conference.

The European Platform Work Directive is a pivotal development for Southeast and Eastern Europe, where the platform economy is rapidly growing. For this region, characterized by diverse economic landscapes and varying degrees of regulatory maturity, the Directive offers a significant opportunity to harmonize standards and practices related to platform work.

2. Advancing Worker Protections: The Role of International Standards in the Platform Economy

The introduction of the legal framework should go hand in hand with regulatory changes to clarify and improve the status of platform workers. In this regard, the International Labour Organization’s (ILO) recent Law and Practise report marks a crucial milestone in the process that can lead to a new international labour standard on decent work in the platform economy. “This so-called White Report provides up-to-date information on platform work and the regulations and practices related to it from around the world. This report is intended to inform the discussions at the 2025–2026 Standard Setting on Platform Economy and to help Member States address this new phenomenon” said Annarosa Pesole, an ILO’s Labour Market Specialist, and one of the experts leading the process of developing and implementing these new international labour standards, in her concluding keynote address.

With this topic in focus, challenges in translating international standards into national laws were highlighted. Concerns were raised about platform influence on legislative processes, but assurances were given regarding the approval of critical directives protecting platform workers’ rights. In conclusion, while debates continue over adopting versus recommending the Convention on platform work, there is increasing support for collaborative efforts in establishing robust international standards in the evolving platform economy.

3. Navigating Challenges in the Gig Economy: Insights from Courier Perspectives

The dynamics of the gig economy present several critical challenges, particularly for on-site workers. It highlighted how bonus systems, which incentivize faster deliveries, can lead to hazardous driving behaviors, underscoring the need for comprehensive safety training and mandatory safety gear, which are currently lacking. Access to platforms was another critical issue, especially for migrant workers with differing pay structures that disadvantage local labour. Seasonal changes in vehicle demands also affect job opportunities, favouring bicycles and motorcycles in warmer months and limiting roles for car couriers. Additionally, strict controls on third-party aggregators during low-demand periods highlight the need for fair access policies. The session underscored the importance of robust safety regulations, equitable employment access, and stronger legal protections in the gig economy.

4. Empowering Platform Workers: Challenges and Strategies for Collective Action

The evolving landscape of platform work calls for the reexamination of the challenges that platform workers are facing, with the focus shifting toward enhancing collective bargaining rights and organizational strategies. Participants underscored the critical need for legal frameworks that will accurately define the employers’ responsibilities, challenging the prevailing classification of platform workers as independent contractors. Highlighting the role of technology, there was a consensus on leveraging digital platforms to foster communication and coordination among workers, crucial for collective action. Innovative approaches such as digital solidarity networks and hybrid union models emerged as promising strategies to amplify the collective bargaining power of platform workers. The discussion emphasized ongoing advocacy efforts for legislative reforms and targeted engagement strategies to overcome barriers like time constraints and worker classification issues.

5. Unveiling Global Talent Strategies: Insights into HR Challenges and Innovations

By examining various HR strategies, the discussion addressed the complexities of recruiting talent in legal, finance, and IT fields, underscoring how the new era of work is driving a shift in traditional talent management practices. Key topics included motivations behind hiring practices and the role of intermediaries like agency and platform workers. The distinctions between employment types — employment, co-employment, contract work, and platform work — were examined, particularly their implications for sensitive roles. Emphasis was placed on sourcing strategies, using contractors for flexibility and in-house roles for sensitive information. The discussion also covered global labour migration and challenges posed by laws, politics, and language barriers. Innovations such as the EU’s “Talent Pool” project, aimed at streamlining talent access across member states by 2027, were noted. Ethical considerations highlighted the need for sustainable practices amid increasing reliance on platform work.

The keynote speakers and panellists agreed that the countries with a large number of platform workers need to expand social protection coverage to this category of the workforce as well, innovate the insurance packages for these workers in partnership with the platforms themselves, and support reskilling and upskilling of these workers.

* The conference was supported by the COST action, Platform Work Inclusion Living Lab (P-WILL), the EU Delegation to Serbia, the European Training Foundation, the Institute of Economic Sciences from Belgrade, and Glovo.

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