Yorkshire’s Fastest 50 on Where AI Is Making a Difference

Artificial intelligence is starting to play a real role in how Yorkshire’s fastest-growing companies operate.

Some businesses are already using it to streamline processes and improve customer service; others are still in the early stages of exploring where it could add value. But across sectors, from healthcare to logistics to property, AI is being treated as a practical tool to solve everyday business problems.

We asked several 2025 Ward Hadaway Fastest 50 businesses how AI is influencing the way they operate and where they believe the greatest opportunity lies for companies across Yorkshire. Laura Hill, a Partner and specialist in AI at Ward Hadaway, also shares her insights on the role legal advisors are playing as more firms begin to scale their use of AI.

Q: How is the rise of AI influencing the way your business operates?

At Leeds-based North Property Group, a fast-growing residential lettings and property investment company, AI is helping manage leads and customer queries. Founder Oli Banks says: “It’s helping us qualify new leads faster and reconnect with previous enquiries as well as providing instant responses to client questions which saves time and improves service.”

The business is also using AI to spot investment trends. “We’re analysing development data to guide recommendations. That kind of insight just wasn’t possible before, at least not this quickly.”

In the care sector, Harrogate-based Vida Healthcare, which runs dementia care homes and employs over 500 people, is exploring how AI could support back-office tasks. Managing Director James Ryecroft says: “We’re looking at how AI might help with compliance and admin. If we get that right, it could give our teams more time to focus on what matters most – care delivery.”

At John Good Group in Hull, a logistics and travel business, AI is supporting operational efficiency. CFO Ben Norman explains: “We’re using AI in finance and operations to improve how we process and interpret business data. We’re not chasing big changes. It’s more about removing bottlenecks and making decisions faster and with more confidence.”

Flair Furniture, an online retailer based in West Yorkshire, is using AI to improve customer experience. “We use AI to track how customers move through the website and we’ve made changes based on what that data shows,” says Ashley Hainsworth, Managing Director of Flair Furniture. “It also helps us create content and respond more quickly to customer queries.”

Q: Where does AI offer the most value for Yorkshire companies?

Many businesses pointed to automation as the most practical way to start. Flair Furniture says using AI to handle repetitive tasks is a logical first step.

Ashley continues: “It frees up teams to focus on deeper work like strategic planning and product development. That’s where value is created.”

North Property Group’s Oil Banks believes the bigger win is in data. “If more businesses used AI to process large volumes of data properly, they’d spot opportunities earlier and avoid poor decisions. That applies across sectors.”

Ben Norman at John Good Group sees a broader role for AI in the regional economy. “There’s a clear digital skills gap in Yorkshire. That must be addressed if we’re going to take full advantage of what AI offers. Collaboration between businesses, universities and local authorities will be vital.”

Vida Healthcare’s James Ryecroft says the opportunity is in reducing pressure on frontline staff. “If AI can take care of compliance or reporting, it frees people up to spend more time with residents which ultimately improves the quality of care.”

Q: What are the key legal and commercial issues businesses need to consider before adopting AI?

Laura Hill, a specialist in AI at law firm Ward Hadaway, says businesses are moving from experimentation to implementation and that shift brings a different set of challenges. “Clients are asking: where does AI fit, what are the risks and what needs to be in place to use it properly?”

She says that legal concerns often centre around data governance, security of contracts and liability. “Who owns the outputs? Who’s responsible if something goes wrong? These are the kinds of questions we’re helping clients address early before any new tech or systems go live.”

Decision-making is another area under growing scrutiny. “Where AI is influencing who gets an interview, who qualifies for a service or how care is delivered, there’s a real need for fairness and transparency. And if businesses don’t get this right, there can be significant reputational and legal consequences.”

Laura Hill encourages companies to focus on practical use, not trends. “We always say don’t adopt AI because it’s what everyone is talking about. Start with the business problem you’re trying to solve, or the innovation you are trying to implement. If AI is the right solution, we help build a structure around that – commercially, contractually and legally.”

She also notes that businesses don’t need large-scale infrastructure to make progress. “Some of the most effective uses we’re seeing are small but targeted. Tools that save time, reduce error or improve insight. The key is doing it with clarity and control.”

To discuss how your business can approach AI adoption with clarity and confidence, please contact Laura Hill.