Businesses looking to grow internationally are being urged not to lose sight of people, culture and relationships as artificial intelligence rapidly changes the way companies communicate across global markets.
The message will be delivered at a major international trade event next month, bringing together business leaders, policymakers and UK trade experts to examine the opportunities and challenges facing organisations trading overseas.
Iwona Lebiedowicz, Managing Director of PAB Languages Centre, will speak at the International Trade Talks Breakfast at the International Bomber Command Centre on 24 September 2026.
She will join a speaker line-up including Shevaun Haviland CBE, Director General of the British Chambers of Commerce, alongside representatives from the Diplomatic Advisory Hub, the Department for Business, Innovation, Science and Trade and UK Export Finance.
Her session will examine localisation, languages, people and artificial intelligence, looking at how businesses can take advantage of rapidly developing AI technologies without overlooking the cultural understanding, professional judgement and human relationships needed to succeed internationally.
Iwona said: “There is real appetite for British products and services around the world, creating significant opportunities for businesses with international ambitions.
“But successful international trade is ultimately about people. Having a great product or service is only part of the equation. Businesses also need to understand who they are communicating with, how relationships are built in that market and how their message will be interpreted through a different cultural lens.
“One of the biggest mistakes we can make internationally is judging another way of communicating or doing business against our own idea of what is ‘normal’. Different does not necessarily mean wrong. Curiosity, listening and understanding are incredibly important when we are trying to build trust across borders.
“AI is changing international communication at extraordinary speed and there are significant opportunities to use it well. But we can move quickly without rushing the things that matter. The real opportunity is combining technology with human expertise in a way that improves communication while protecting quality and building trust. Test your message locally, understand the culture and invest in relationships. Get those things right and businesses can make better decisions, waste less time and give themselves a much stronger chance of succeeding internationally.”
The discussion comes as UK exporters increasingly explore how AI can support international growth while navigating questions around accuracy, confidentiality, cultural nuance and communication with overseas customers, employees and business partners.
Georgia Stokes, International Trade Manager at Lincolnshire Chamber of Commerce, said:
“We are really looking forward to our Trade Talks Breakfast. It’s so important that we bring together the businesses across the region that are both already trading internationally, or looking to expand into international markets, so we can share knowledge, guidance and opportunities for international growth.
“Events like this are a fantastic way to showcase the ambition and innovation of our business community and put Middlands firmly on the world map.
Having the British Chambers of Commerce in attendance is a real positive, and we can’t wait to welcome them and show them just what our amazing business community is achieving across the county.”
The International Trade Talks Breakfast takes place from 8am to 12pm on 24 September 2026 at the International Bomber Command Centre in Lincoln.
The event will give businesses the opportunity to hear directly from international trade experts, government representatives and business leaders, as well as connect with organisations involved in exporting and international growth.
