The sheer volume of digital content, much of it synthetically generated, has begun to saturate our collective senses, prompting a search for authenticity amidst the noise. Sir Tony Blair recently equated the AI revolution to the industrial revolution in its transformative power, yet many conversations around its integration still focus on merely keeping humans “in the loop.” This perspective, however, overlooks the distinct human qualities that become increasingly vital as innovation accelerates. While AI excels at sifting data, making connections at scale, and assessing statistical probability, it ultimately remains a tool. The real challenge, then, lies in how humanity chooses to lead this technological shift, rather than simply participating in it.
Edward Enninful, known for his transformative tenure as the first Black editor-in-chief of British Vogue, is now actively championing a different approach through his new media and entertainment company, EE72. Enninful, who made history by featuring nine models of African heritage on a British Vogue cover in February 2022 and became the youngest fashion editor of an international publication at 18 with i-D magazine, is making a clear commitment: everything produced by EE72 will be created by humans. This pledge comes at a time when synthetic content is prevalent, often blurring the lines between genuine creativity and algorithmic output.
Enninful describes his philosophy as “slow digital,” emphasizing curation over constant output. He articulates a desire to cut through the digital clamor with creativity, posing the question of what a new media company truly represents in an increasingly AI-focused landscape. His perspective suggests that in an era where AI can test hundreds of market routes overnight, the risk of a “just good enough” mediocrity trap becomes significant. EE72, co-founded with his sister Akua, aims to counteract this by focusing on thoughtful, human-led creation. 
The company’s output, including its magazine, *72*, which recently featured Rihanna on its sold-out summer cover, reflects this ethos. Unlike traditional publications, *72* operates without advertising, supported by a business model focused on organic client collaborations and events. This allows for a curated mix of high fashion, long-form narrative storytelling, art, culture, and even skincare routines, all presented without the incessant demand for attention. Enninful notes that the magazine’s success, particularly with its analogue-influenced photography by artists like Szilveszter Makó, indicates that algorithms still recognize and reward honesty and novel ideas.
While Enninful believes that AI is a powerful tool for editing, amplifying, and creating, he insists that human decision-making and curation remain paramount. He describes AI as analogous to electricity; while indispensable, humans retain the ability to switch it off and appreciate natural light. This perspective acknowledges the utility of AI without succumbing to its potential to overshadow human ingenuity. EE72 has already integrated AI in innovative ways, such as partnering with Google for its AI-powered “try-on” tool during New York Fashion Week, which allowed guests to virtually try on runway clothing. This application serves to amplify the fashion experience and democratize access, rather than replace human interaction entirely.
Ultimately, Enninful argues that despite technological advancements, the fundamental human need for connection and authenticity persists. He observes that even when unaware an item is AI-generated, a subconscious awareness often signals its synthetic origin. In a world awash with digital noise, genuine, honest, and creatively original content stands out. The animation of Kate Moss’s photoshoot for an earlier *72* cover by British photographer Nick Knight, utilizing AI and displayed in Piccadilly Circus, exemplifies this balanced approach. It highlights AI’s capacity as a creative aid, but with a human curator making the final artistic judgment. Enninful’s venture represents a conscious effort to prioritize human creativity and discernment in a rapidly evolving digital environment.
