Introducing the AI Dividend Fund: Reimagining the Future of Work at Melbourne Social Co
At Melbourne Social Co, we’ve always believed that creativity and innovation thrive when people are supported, not stretched. Over the past year, as artificial intelligence has become part of our daily workflows, one thing became clear: AI can make work faster, but it doesn’t automatically make it fairer.
Across creative industries, we’ve seen the same story play out. The tools that promised to save us time have instead blurred boundaries, increased output expectations, and left little room for learning, rest or creativity. And while AI is often sold as the great equaliser, studies show it can just as easily deepen inequality - particularly for women.
Women make up the majority of the creative workforce, yet only 11 per cent hold creative-director roles globally. As automation begins to reshape marketing, media and design, many of the entry-level positions where women start their careers are also the ones most at risk of being replaced. Without intentional action, AI could easily widen the leadership gap rather than close it.
That’s why we created the AI Dividend Fund.
What is the AI Dividend Fund?
The AI Dividend Fund is Melbourne Social Co’s commitment to using technology as a tool for equity, not exhaustion. It’s a policy designed around a simple principle: if AI saves us time, that time should go back to people - not profit.
On average, our team now saves around four hours a month through AI-assisted workflows. Instead of absorbing that time into more work, we reinvest it directly into our people. Every staff member receives:
- Four paid hours each month to dedicate to personal growth or wellbeing
- $360 every quarter to invest in professional development across three key streams:
- Leadership - building confidence, communication and strategic thinking skills
- Creativity - exploring new forms of expression and storytelling
- Tech Upskilling - deepening their understanding of AI and emerging tools
This structure ensures that the benefits of automation flow back into human development - helping our team grow into the next generation of leaders across Australia’s creative and digital industries.
Why We Built It
AI isn’t replacing creativity; it’s reshaping it. But that transformation only works if we use the time technology gives us to do work that’s more thoughtful, more strategic, and more human.
The AI Dividend Fund turns those efficiencies into opportunity. It’s a tangible way to support women in creative industries to step into leadership roles, to experiment, to learn new skills, and to protect the creative spark that drew them into this field in the first place.
We like to think of AI as the broom that clears the path - not the artist making the work. The human part will always matter most.
Building a More Equitable Future of Work
As an agency, we’re proud to design systems that reflect our values: creativity, care and equality. The AI Dividend Fund is just one step toward building a future of work that serves people, not pace - a model where technology doesn’t replace talent, but helps it rise.
Because the future of work should belong to those who use innovation not just to move faster, but to build better.
Want to know more about our team and how we're shaping the next generation of creatives? Get in touch today.
