Melbourne Social Co (MSC) is turning AI efficiency into time for people, launching an AI Dividend Fund policy to reinvest automation gains into creativity and career development.
The launch of the AI Dividend Fund reinforces the agency’s belief that technology should enable creativity, not erode it; ensuring the efficiencies unlocked by AI are channelled back into professional development rather than simply absorbed into tighter deadlines.
Each team member receives four hours per month to dedicate to growth or reflection, alongside $360 in quarterly funding for professional development. By slowing down in a speed-obsessed industry, MSC is setting a new precedent for what ethical, human-first AI adoption can look like.
The idea was born after an internal audit revealed each team member was saving roughly one hour per week using AI tools, time that was quietly being consumed by admin and extra client requests.
“AI should be the broom that clears the path, not the artist making the work,” said founder and director Shelley Friesen. “We’re not trying to race machines. We’re creating a model where technology gives humans the breathing space they need to do the work they’re most proud of.”
Frieson also stated the policy is a direct response to how automation has quietly reshaped creative work. A 2024 Upwork study found 77 per cent of global employees said AI has increased their
workload, while burnout among early-career creatives continues to rise.
“AI promised us time back, but for a lot of creatives, that time has just been swallowed by new expectations to do more, faster,” she said. “The AI Dividend Fund flips that narrative. Every minute saved through tech gets reinvested into our people.”
With an all-female leadership team, MSC is challenging an industry that still sidelines women from senior creative roles. Despite women making up most of the social and creative workforce, they hold only 11 per cent of creative director positions globally.
“Our team is proof that women drive some of the most innovative, human work in Australia,” Friesen added. “But systemic barriers still exist. This policy is about creating literal space, time to lead, learn and create, without burning out.”
How The Fund Works
Each quarter, team members select one of three “growth streams” to channel their AI dividend. These include ‘Leadership and Management’ which entails mentoring, confidence and communication training, ‘Creativity and Innovation’ where team members will focus on workshops, inspiration days, or creative practice outside of client work and ‘Tech and AI Upskilling’ where they will learn advanced tools and emerging digital platforms.
Head of social media Ebony Coatsworth said the policy mirrors her own experience of how AI can accelerate career growth when used intentionally.
“AI has made my job faster and given me the ability to work smarter, but what really matters is what we do with that time. This policy permits us to use it for something meaningful and to commit to our career progression.”
“Our hope,” Friesen added, “is that this sparks a wider conversation—an inflection point where creative industries make a conscious decision about how we use AI.”
The launch of the policy follows a period of strong growth for MSC, which continues to expand its client base across fashion, lifestyle, government, and corporate sectors. Recent clients include Bonds and RSPCA Victoria, with upcoming projects for Rosella, Devondale, DIY Blinds, and Swaggle.
