The Knot has a new CFO who is doubling down on AI

Good morning. Michael Pickrum has stepped into the CFO role at the wedding platform The Knot Worldwide as AI reshapes the company’s strategy.

That kind of technological shift is familiar territory for Pickrum. Trained as an engineer, he earned bachelor’s and master’s degrees from Stanford before completing his MBA at Wharton. Early in his career, a mentor pushed him to look beyond the math—connecting financial models to real business outcomes. He even ran a media company before becoming a CFO.

Those experiences shaped his philosophy. “Financial models are tools for structured conversations, not ends in themselves,” Pickrum told me. “Only collaboration makes them truly useful. Modern CFOs have to bring a strategic lens, especially when technology is driving rapid change.”

Pickrum says he was drawn to The Knot by its mission of helping couples bring one of the most important moments of their lives to life—along with the opportunity to do so at scale. He points to the company’s 30-year history, strong brand, and new leadership under CEO Raina Moskowitz as signs that it is well-positioned for its next chapter.

The company’s recent restructuring reflects a tech-driven strategy that leverages AI to enhance the wedding planning experience. Early examples include Make It Yours, which analyzes couples’ saved inspiration to recommend vendors, and The Knot’s new ChatGPT app, which delivers personalized vendor suggestions through a conversational interface.

According to The Knot’s 2026 Trends to Watch Report, in a survey of 228 engaged couples, 36% reported actively using AI in planning, and three in 10 have used image-based AI tools for inspiration or planning. While these initiatives predate his arrival, Pickrum sees his role as ensuring investments are aligned with priorities, rigorously evaluated, and disciplined in how they generate returns—especially as AI continues to reshape the category.

Pickrum was previously CFO at Maximum Effort, the marketing firm co-founded by Ryan Reynolds. What he gained from that role is a deep appreciation for storytelling—understanding how narrative and positioning can create value for content, assets, and businesses. On working in startups and with founders, he stresses listening as a core skill: finance leaders often arrive with a strong point of view, but they may not have the full picture. For him, listening carefully to founders and partners, and letting that inform his perspective, is essential to being truly helpful.
 
He also had a 17-year tenure at Viacom’s BET, where he served as CFO and COO. Pickrum describes using a consistent leadership framework. Finance, he says, must be technically strong, operationally excellent, deeply collaborative, and capable of delivering insights that help teams make better decisions.

“Collaboration is a subtle but critical skill for CFOs that is often underestimated,” he said.

Comparing The Knot Worldwide to traditional media, Pickrum notes that success in a two-sided marketplace depends on serving both sides equally well. The goal is to deliver “relevant, reasonable, extraordinary value” to couples and wedding professionals alike—so everyone wins, he said.

Sheryl Estrada
sheryl.estrada@fortune.com

This story was originally featured on Fortune.com