Edward Enninful's EE72 bets on human curation as antidote to AI-flooded feeds

What happened

Edward Enninful, former editor-in-chief of British Vogue, co-founded EE72, a media and entertainment company with his sister Akua, pledging that humans will create everything published there. The company produces a curated magazine (currently featuring Rihanna on the cover) and partners with brands including Moncler and Google, rejecting a traditional ad-supported model in favor of organic collaborations and events.

Why it matters

As synthetic content floods digital feeds, Enninful argues that curation and restraint—what he calls "slow digital"—have become valuable. The summer edition of the magazine sold out online, suggesting that audiences may prefer quality, human-led creativity over algorithmic noise. For media and brand leaders navigating information overload, this points to a potential business model where constraint and intentionality can cut through rather than compete with AI.

What to watch

EE72 uses Google's AI-powered virtual try-on tool at events like New York Fashion Week to enhance the shopping experience, demonstrating Enninful's view that AI serves as a tool for amplification under human direction, not replacement. The magazine's no-ads approach and focus on long-form storytelling in text and photography set it apart from algorithm-driven publishing.