Business & Technology
Szuplat warns UK leaders over AI-heavy communications
Former Obama Speechwriter Terry Szuplat warned British business leaders against overusing artificial intelligence in communications at a private dinner hosted by founders’ network Helm.
Szuplat, who worked on nearly 500 speeches for former US President Barack Obama, told founders that leadership still depends on direct, human communication with investors, employees and customers.
He said executives risk undermining trust if they rely too heavily on automated language in public-facing messages. Social media, he argued, is one area where audiences are already pushing back against content that feels generated rather than written by a person.
“The ability to communicate like a normal human being to other human beings is one of the most essential qualities of effective leadership.
“There’s a huge focus on AI at the moment, but there are some things it simply can’t replicate, like connecting with people, and communicating in a way that feels real and human.
“Take LinkedIn as an example. People go there for mentorship, to learn, and form genuine connections with other people. But increasingly, posts are being written by bots and AI. So the very thing that we came for is being taken away from us to the point where people don’t want to engage,” said Terry Szuplat, former Senior Speechwriter to Barack Obama.
Audience first
Szuplat also argued that leaders often fail to adapt their message to their audience. Many executives, he said, repeat the same message regardless of who is listening, even though staff, investors and customers may all be looking for different answers.
“As a rule, leaders don’t think enough about their audience, what they’re feeling, what they’re thinking, and what they want.”
“Too often, leaders deliver the same message regardless of who’s in the room. That’s a missed opportunity to truly connect with an audience,” he said.
He also cautioned founders against relying too heavily on the story of how their companies began. While that history can shape identity, it is not enough on its own if leaders want people to understand the business’s current direction and their place in it.
“Your founding story is your DNA, but your audience is experiencing the story in their own way, right now. Great leaders connect the past, present and future, and show people – especially employees – where they fit into that journey,” he said.
Values and trust
Szuplat said leaders must make their values visible through decisions, not statements alone. Audiences quickly spot a gap between what an executive says and what an organisation does, he argued, and that inconsistency can damage credibility.
“People can see your values clearly through the choices you make. If what you say and what you do don’t align, trust erodes quickly. Strong leaders know their red lines and communicate from a place of conviction,” he said.
He also stressed the importance of setting clear objectives, arguing that people cannot support a mission if they do not understand its purpose. He cited shifting public messaging on Iran by US President Donald Trump as an example of how unclear goals can confuse an audience.
“Great leaders articulate clear objectives. If people don’t understand the goal, they can’t get behind the mission, and you can’t measure success.”
“When messaging shifts, as with Trump’s changing goals on Iran, from targeting its nuclear programme to talk of regime change, people are left unsure what the objective actually is.
“In business, that kind of mixed messaging quickly undermines credibility with customers, investors and partners,” he said.
Helm, formerly known as The Supper Club, describes itself as a membership community for UK scale-up founders and chief executives. It has 400 members with combined revenue of £8 billion and average revenue of £21 million per member business.
Helm Chief Executive Andreas Adamides said the growth of AI has made authentic communication by business leaders even more important.
“Great leadership has always depended on communication, and that hasn’t changed. AI is an incredibly powerful and useful business tool, but as it accelerates, authenticity becomes even more valuable. The leaders who stand out will be those who communicate with clarity, conviction, and genuine human connection,” he said.
Lidl has been given planning permission to build its ninth supermarket in Oxfordshire, despite concerns over flooding.
Aldi opened in Didcot in 2015 and has a supermarket at the Jubilee Way roundabout but shoppers in the town have had to wait over a decade for Lidl to follow.
READ MORE: Popular hi-fi shop has closed down
South Oxfordshire District Council has now backed plans by the German retailer for a new supermarket in Abingdon Road.
Former Didcot mayor Mocky Khan said: “This give the residents of Didcot more choice, especially when you consider the cost of living environment we have at the moment.
“The town is growing with more new homes being built, and with more growth it’s good to have a wide variety of supermarkets to fit all budgets,”
The plans for the new supermarket were first submitted in 2024.
Didcot Town Council previously objected to the scheme, on the grounds of a lack of flood risk mitigation measures, along with the county council who said there was “insufficient information”.
The town council noted there are “several flooding incidents in the area, especially when the Marsh Bridge water pumps fail”.
But in a report by planning officers granting permission to the supermarket, those issues have now been addressed by Lidl.
The officers said the proposals “largely accord” with the policies around planning, and more can be done to “break up” the car park with greenery.
Planning officers chose to let Lidl build the new supermarket subject to conditions.
They said in a report: “Balanced against this policy conflict is the fact that this is a previously developed site, which is currently in a dilapidated state.
“The proposals represent a significant improvement on the current underutilisation of the site and on its appearance.
“The National Planning Policy Framework and Local Plan set out significant support for the reuse of previously developed land.
“As stated in the applicant’s planning statement, there have been previous enquiries as to the redevelopment of the site that have not come to fruition.
“Given this, finding a viable use for the site is a clear benefit which I consider to be of substantial benefit.”
Thirty-four residents had objected to Lidl’s plans, highlighting concerns over extra traffic, there being no need for another supermarket in the town and there being more appropriate locations to build in their view.
Didcot already has an Aldi store just off Broadway and a Sainsbury’s, M&S Foodhall and Asda.
The nearest Lidl to the proposed site are in Lupton Road, Wallingford, and Marcham Road in Abingdon.
Three people wrote in to support the new Lidl, recognising the benefits of a discount food store and the further jobs it will create.
Lidl has said its proposals for a Didcot supermarket would deliver 40 full-time equivalent jobs as well as further employment during the construction phase.
No opening date was given by the retailer, while the developer is currently on site progressing with the enabling works.
A spokesman said: “We’ve seen demand for our affordable, high-quality products continue to rise in Oxfordshire, and we are committed to serving more communities in the area.
“Our new store will create around 40 new jobs and build on our continued growth.
“We’re excited to be a step closer to opening this store and thank everyone who has supported us on our journey so far.”
It also said the £12m investment would work with the 6,300 new homes allocated to be built, as per the local plan.
Dalcour Maclaren, a specialist in utilities and infrastructure, announced the news on June 22, following a detailed assessment of its operations, including governance, employee wellbeing, environmental impact, and social responsibility.
James Neil, CEO of Dalcour Maclaren, said: “This is a fantastic achievement for Dalcour Maclaren.
“B Corp status gives us the official badge that recognises everything that matters most to us in our culture, our values, and how we make decisions for our people and our clients. We thrive on doing things differently at DM and B Corp absolutely endorses this.”
The certification means the company meets rigorous standards of social and environmental performance, transparency, and accountability.
Dalcour Maclaren now joins more than 10,000 B Corps worldwide and over 2,600 in the UK, including well-known names such as The Guardian, Innocent Drinks, Patagonia, and The Big Issue.
Chris Turner, CEO of B Lab UK, said: “Welcoming Dalcour Maclaren to the B Corp community is hugely exciting. Its commitment to doing business differently will be an inspiration to others and will help spread the notion that success in business is as much about people and planet as it is profit.”
Dalcour Maclaren operates across the UK and Ireland, supporting major projects in energy, water, transport, and digital infrastructure. The company’s services include land, planning, environment, stakeholder engagement, and geospatial services.
South Oxfordshire District Council’s Cabinet will consider a targeted, one-off reduction in business rates in July, aimed at easing pressure on pubs across the district.
The move follows growing concern that many venues are struggling with rising costs despite their importance as community hubs, rural assets and employers.
Cllr Pieter-Paul Barker, Cabinet Member for Finance and Property Assets, said: “Everyone knows that pubs are experiencing significant financial pressures.
“These venues play an important role in the economy and are vital for ensuring a thriving local community.
“We’re carefully considering how best to provide targeted support for pubs in South Oxfordshire which will both help to strengthen our local and rural economy and safeguard employment in our hospitality sector.”
Council leader Cllr Maggie Filipova-Rivers said: “While this support can’t fix everything, it’s a step in the right direction.
“We’re staying focused on collaborating with our local pubs and partners to provide the practical support and guidance they need right now.”
Details of the proposed business rates support are set out in a report to cabinet on July 2, when a decision is due to be made.
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