Insiders at Guardian Newspapers have said Freeman may not be replaced when he leaves the organisation in January.
But a spokesman for the paper said last week: "It's too early to say. We can't comment any further."
Freeman has been widely credited with driving GU's successful strategy in recent years and his departure to I-Level is seen as a major coup for the independent online media specialist.
He will become managing director for I-Level's consultancy division Generator.
As reported in last week's Media Week, he will join Generator in the New Year, following its spin-off from I-Level.
Generator provides a range of services from strategic business analysis to website usability to help clients get the best return from their growing digital assets.
The consultancy has 10 staff. Its clients include Bradford & Bingley, GCap Media, the AA, BSkyB, Gillette and Orange.
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