Melbourne Social Co launches new AI Dividend Fund to give creatives their time back

Melbourne Social Co (MSC) is turning AI efficiency into time for people, launching a national-first AI Dividend Fund policy to reinvest automation gains into creativity and career development.

As one of Australia’s early adopters of social-first strategy, MSC has long been at the forefront of digital evolution. 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.

Says Shelley Friesen (pictured below), Founder and Director, MSC: “AI should be the broom that clears the path, not the artist making the work. 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.”

Friesen says the policy is a direct response to how automation has quietly reshaped creative work. A 2024 Upwork study found 77% of global employees say 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. 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% of creative director positions globally.

Says Friesen: “Our team is proof that women drive some of the most innovative, human work in Australia. 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:

1. Leadership & Management– mentoring, confidence and communication training
2. Creativity & Innovation– workshops, inspiration days, or creative practice outside client work
3. Tech & AI Upskilling– learning advanced tools and emerging digital platforms

Head of Social Media Ebony Coatsworth says 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.”

Adds Friesen: “Our hope 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.