Contently: Why 'AI productivity gains' is the wrong pitch for every stakeholder above you

Alex Soto published this piece in Contently on May 11, 2026, addressing a pattern that has emerged as AI writing tools become standard across content organizations: the justification that used to work — “we can produce three times as much content” — no longer persuades anyone above the content team. When every competitor uses the same tools, speed parity is the floor, not a differentiator.

What the article argues

The core position is that speed alone no longer differentiates, and pitching AI adoption primarily through productivity metrics misaligns with what each type of stakeholder is actually measured on. The article works through four distinct audiences and what each one needs to hear.

For CMOs: The relevant frame is revenue attribution, not asset volume. Soto notes that eight of the top twelve criteria used to judge B2B marketing performance are based on proof of engagement. Metrics like pipeline-influenced revenue and share of voice are more persuasive than “we published fifty blog posts last quarter.”

For CFOs: The argument needs to survive financial scrutiny. Loaded cost-per-asset and contribution margin tell a clearer story than “hours saved.” Payback periods and concrete figures that can be audited are more durable than efficiency estimates.

For legal and compliance teams: The persuasion is about control, not capability. Documented review processes, audit trails, citation accuracy rates, and vendor agreements that address IP protection matter more than descriptions of what the AI can do. These teams are managing risk, and the pitch needs to address that directly.

For internal teams: The concern is displacement. Reframing AI adoption as redeployment — editors moving to higher-value editorial judgment rather than being replaced — is more credible than denying the workforce implications entirely.

Who it is useful for

Content strategists, editorial directors, and content leads who need to secure or maintain budget for AI writing tools inside organizations where the initial enthusiasm has worn off and stakeholders want clearer returns. Also useful for content team leads preparing for the next budget cycle, where “we were early adopters” is no longer a sufficient case.