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.
The Original Factory Shop which sells discounted homewares, furniture, electrical goods and toys, shut its store in Carterton yesterday (Saturday, March 28).
On the business’ Facebook page, last-minute discounts were being offered with clothing down to £2 an item.
READ MORE: Store closure fears as UK discount brand in administration
On Thursday, March 26, a spokesperson for the store said: “Everything in store is now up to 85 per cent off as we prepare to close our doors this weekend.
“This is your last chance to grab a bargain – once it’s gone, it’s gone.”
Following that announcement, prices were subsequently lowered and lowered.
Other branches around the UK also shut yesterday including in Cromer, Gorleston and Bungay in Norfolk and Suffolk with major sales also being implemented at other locations.
This comes after the business fell into administration in January, with further closures also expected imminently in Snettisham, according to The Sun, and around the country.
READ MORE: Geri Halliwell and Christian Horner score planning victory over neighbours
Administrators said The Original Factory Shop’s troubles have been driven by challenging trading conditions, linked to high-cost inflation, fragile consumer confidence and rising labour costs caused by government policies.
Problems were then exacerbated by issues linked to its third-party warehouse and logistics operator, weakening sales further.
It only has one store in Oxfordshire, its Carterton shop, although Claire’s – which is also owned by investment firm Modella Capital and is in administration – has one in the Oxford Westgate shopping centre.
The fashion retailer this month closed down its store in the Oxford city centre shopping centre having opened in October 2017 as part of the £440m revamp.
It was one of the original retailers as part of the shopping centre’s new phase of life, along with John Lewis, Primark and Next.
A spokeswoman from Hugo Boss said: “Hugo Boss optimises its global store portfolio as part of its long-term strategy, which also affects the Boss Oxford Westgate Centre store.
“Hugo Boss will maintain a strong presence in the UK, and we will also continue to serve our customers via our online flagship store at hugoboss.com.”
READ MORE: Red Arrows will break record when it takes to skies over England
The company did not say whether any redundancies had been made from closing the store.
The spokeswoman said: “Wherever possible, we reallocate employees through transfers or other internal opportunities.”
There are indeed other branches not too far, including at Bicester Village, Swindon and Reading.
A spokeswoman for the Westgate said: “We remain committed to making Westgate Oxford a vibrant and varied retail destination for our guests, welcoming exciting new arrivals such as Sephora, The Beefy Boys, and the opening of Lego later this spring, as well as recently upsized stores for Oliver Bonas, Goldsmiths, and Superdrug.
“We look forward to sharing more details about new brands joining the centre soon.”
Henley Business Buzz hosted its first event at Henley Rugby Club, drawing more than 30 businesses and decision-makers from the local area.
The group is part of the wider Business Buzz network, offering informal, no-membership, pay-as-you-go networking that focuses on building professional relationships in a relaxed setting.
Orinta Gaucyte, host of Henley Business Buzz, said: “It was fantastic to see so many local businesses come together for our first Henley Buzz.
“There’s something really special about building a supportive community where people feel comfortable, included and able to make genuine connections.
“A huge thank you to everyone who came along and helped make the launch such a success.”
The launch was attended by Business Buzz co-founders Katrina Sargent and Simon George, who officially opened the event.
The Henley meetings are supported by sponsors Logic Financial Services and Logic Mortgages.
Lee Humphrey, of Logic Financial Services, said: “It’s brilliant to see an event like Business Buzz arrive in Henley.
“Creating opportunities for local businesses to connect in a relaxed and approachable way is incredibly valuable for the town, and we’re proud to support something that brings the business community closer together.”
Henley Business Buzz will take place on the fourth Thursday of each month, with the next event scheduled for Thursday, April 23.
All businesses, entrepreneurs, and professionals in the area are welcome to attend.
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