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.