{"id":2303,"date":"2026-06-26T15:12:21","date_gmt":"2026-06-26T15:12:21","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=2303"},"modified":"2026-06-26T15:12:21","modified_gmt":"2026-06-26T15:12:21","slug":"ai-is-overwhelming-our-senses-edward-enninful-has-an-answer-for-that","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=2303","title":{"rendered":"AI is overwhelming our senses\u2014Edward Enninful has an answer\u00a0for that\u00a0"},"content":{"rendered":"
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AI is a tool. It can enhance and amplify human\u00a0endeavor;\u00a0make connections and sift data that the brain cannot; and assess statistical probability at scale.\u00a0At some stage in the future, \u201cgeneral intelligence\u201d will make a better stab\u00a0at invention, creating new products and operational methods\u00a0that are\u00a0unimaginable today. In science,\u00a0health,\u00a0and\u00a0engineering,\u00a0the possibilities are boundless and exciting.\u00a0Generative partnerships between\u00a0people\u00a0and technology will be the new normal.\u00a0<\/p>\n

Read more The\u00a0new CMO playbook:\u00a0how marketers are balancing broader remits and tighter budgets<\/a><\/p>\n

Humans will need to be more than \u201cin the loop\u201d;\u00a0they must be \u201cin the lead\u201d.\u00a0Morality, intuition,\u00a0compassion\u00a0and emotion are uniquely human qualities.\u00a0In an era when innovation cycles are being compressed, judgment will\u00a0become an increasingly important skill.\u00a0When\u00a0AI\u00a0enables people to create more\u00a0things, deciding what to do\u00a0becomes\u00a0the most\u00a0important question.\u00a0<\/p>\n

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No AI bot, however fantastical its powers, could have invented\u00a0Edward Enninful.\u00a0As\u00a0the first\u00a0Black editor-in-chief of\u00a0British Vogue<\/em>, he\u00a0promoted diversity\u00a0within the pages of the fashion magazine\u00a0and made history when he featured nine models of African heritage on its cover in\u00a0February\u00a02022.\u00a0At 18, he became the youngest ever fashion editor of an international publication,\u00a0i-D magazine<\/em>.\u00a0Rihanna and Kate Moss are creative\u00a0soulmates.\u00a0<\/p>\n

72 magazine covers:<\/h2>\n

Along with his sister, Akua,\u00a0Enninful is\u00a0now\u00a0the co-founder and chief creative officer of EE72, a media and entertainment company.\u00a0At a time when synthetic content is everywhere, flooding our feeds and our senses with the ridiculous,\u00a0the brilliant and the risible, Enninful is making a simple pledge\u2014a human will\u00a0create\u00a0everything at EE72.\u00a0<\/p>\n

\u201cWhat does a company like mine mean in a world that is so digitally focused, so AI focused, and how\u00a0can\u00a0we\u00a0cut through that noise with creativity?\u201d\u00a0he\u00a0asks. \u201cWhat is the new media company?\u201d\u00a0<\/p>\n

We meet at the Cannes Lions Festival of Creativity in the south of France. When\u00a0C-suite leaders are grappling with information\u00a0overload,\u00a0identifying\u00a0where\u00a0real value lies is a challenge. And when AI\u00a0can\u00a0test 300 different\u00a0routes to market\u00a0in one overnight\u00a0training run, the risk of a\u00a0tech-enabled mediocrity trap (\u201cjust good enough\u201d) looms large.\u00a0<\/p>\n

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\u201cI believe in slow digital,\u201d Enninful says.\u00a0\u201cI\u00a0don\u2019t\u00a0have to be up 24 hours a day shouting and screaming and giving people information they\u00a0don\u2019t\u00a0need. Everything we do\u00a0is\u00a0curated. We sometimes\u00a0publish\u00a0one thing a day on the platform, sometimes\u00a0it\u2019s\u00a0three. But\u00a0we\u2019re\u00a0not part of the noise\u2014people are fed up with that.\u201d\u00a0<\/p>\n

Quiet\u00a0is now a valuable commodity. Magazines are seeing a renaissance\u00a0in the same way that\u00a0BookTok\u00a0led to an increase\u00a0in reading among younger audiences.\u00a0\u00a0<\/p>\n

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\u201cI didn\u2019t even want a magazine, everyone\u00a0thought\u00a0magazines\u00a0were done,\u201d he tells me, gesturing to the latest edition of\u00a072<\/em>\u00a0which sits on the table next to him (Rihanna is on the cover). \u201cBut people were saying we\u00a0need\u00a0that from\u00a0you, because\u00a0that\u2019s\u00a0what you know. I guess\u00a0I\u2019ve\u00a0always spoken to the world that way.\u201d\u00a0<\/p>\n

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Despite producing a magazine, Enninful is reluctant to describe EE72 as a magazine business. \u201cWe don\u2019t even take ads,\u201d he says. \u201cWe had to figure out a new\u00a0business model, something that was more organic, working with clients in an organic way, whether it was through events or collaborations.\u00a0That allows us\u00a0to create a magazine\u00a0that\u2019s\u00a0just for readers to enjoy creativity.\u00a0That\u2019s\u00a0why\u00a0you\u00a0don\u2019t\u00a0see any ads.\u201d\u00a0<\/p>\n

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The magazine is an eclectic mix of high-fashion, long-form narrative\u00a0storytelling\u00a0in text and photography\u00a0(skateboarders in South Africa, the world\u00a0of\u00a0the Christie\u2019s auctioneer), art, culture, and skin-care routines. Nothing shouts\u00a0too\u00a0loudly.\u00a0\u00a0<\/p>\n

Read more Deep-red Idaho just realized Trump\u2019s immigration policy is lethal for its $20 billion dairy industry<\/a><\/p>\n

\u201cWe did a cover shoot with Rihanna, with an incredible photographer called\u00a0Szilveszter Mak\u00f3.\u00a0He\u2019s\u00a0very\u00a0analogue. His shoots have a painterly quality and\u00a0he\u00a0hand-paints backgrounds,\u201d Enninful says.\u00a0<\/p>\n

The summer edition of\u00a072, which features Rihanna on the cover,\u00a0has sold out online.\u00a0He adds:\u00a0\u201cIt shows that the algorithm still looks for some honesty and\u00a0new ideas\u2014and\u00a0that\u2019s\u00a0cut through more than we could ever imagine.\u201d\u00a0<\/p>\n

It would be a mistake to believe that human-made\u00a0is\u00a0in opposition to artificial intelligence.\u00a0One tech leader at Cannes told me\u00a0you could no\u00a0more\u00a0ignore AI than you could ignore electricity. He is right. But humans\u00a0can\u00a0always switch off electricity when it is right to do so. Natural light\u00a0often\u00a0works well on its own.\u00a0<\/p>\n

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\u201cI always talk about the algorithm,\u201d Enninful said. \u201cBecause we\u00a0can\u2019t\u00a0talk about the world we live in without talking about social media. But we need people who are also ready to\u00a0buck the trend.\u201d\u00a0<\/p>\n

EE72\u00a0has partnered\u00a0with brands, including Moncler and Google.\u00a0Google\u2019s AI-powered \u201ctry-on\u201d\u00a0tool,\u00a0which allows people to\u00a0virtually \u201cwear\u201d\u00a0clothing\u00a0before\u00a0purchasing, was used by\u00a0EE72 at its New York Fashion Week, so guests could see how\u00a0they would look in a runway wardrobe.\u00a0<\/p>\n

\u201cIt\u2019s where\u00a0women can\u00a0just try on clothes virtually, women who are a bit insecure going into stores,\u201d Enninful says. \u201cDemocratizing fashion is always something that\u2019s been very\u00a0important to me.\u201d\u00a0<\/p>\n

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An interesting application and an\u00a0amplification of\u00a0the clothes-buying experience.\u00a0Never, though, a replacement for\u00a0the human-led\u00a0experience.\u00a0<\/p>\n

\u201cThe need for human connection is undeniable,\u201d Enninful\u00a0adds.\u00a0\u201cEven if you\u00a0don\u2019t\u00a0know\u00a0something was made with AI,\u00a0there\u2019s\u00a0something in the back of your\u00a0head\u00a0that\u00a0tells you\u00a0it\u00a0was.\u00a0I think people\u00a0just want honesty and truth, something that cuts through the noise, because there is a lot of noise.\u00a0When you see something\u00a0that\u2019s\u00a0genuine,\u00a0honest and that comes from a new,\u00a0creative place, that cuts through.\u201d\u00a0<\/p>\n

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The\u00a0Moss photoshoot\u00a0for the cover of an earlier edition of\u00a072<\/em>\u00a0was animated by British photographer Nick Knight, using\u00a0AI. The content was played at London\u2019s Piccadilly Circus.\u00a0<\/p>\n

Enninful says:\u00a0\u201cAI is a tool, and like any tools you can\u00a0use it\u00a0to edit, you can use it to amplify, you can use it to create. But\u00a0ultimately,\u00a0I\u00a0have to\u00a0make\u00a0the\u00a0decision.\u00a0I\u00a0have to\u00a0make the final product. There needs to be a curator to have the final word.\u201d\u00a0<\/p>\n

Read more Fortune 500 Power Moves: Which executives gained and lost power this week<\/a><\/p>\n

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EE72\u00a0has partnered\u00a0with brands, including Moncler and Google.\u00a0<\/p>\n","protected":false},"author":1,"featured_media":2302,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[167],"tags":[],"class_list":["post-2303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-letter-from-london"],"yoast_head":"\nAI is overwhelming our senses\u2014Edward Enninful has an answer\u00a0for that\u00a0 - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=2303\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI is overwhelming our senses\u2014Edward Enninful has an answer\u00a0for that\u00a0 - Cross Country Moving Team\" \/>\n<meta property=\"og:description\" content=\"EE72\u00a0has partnered\u00a0with brands, including Moncler and Google.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/crosscountrymovingteams.com\/?p=2303\" \/>\n<meta property=\"og:site_name\" content=\"Cross Country Moving Team\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-26T15:12:21+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2303#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2303\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/#\\\/schema\\\/person\\\/1b8121bfb9a1c55d1fff3fca675fceaa\"},\"headline\":\"AI is overwhelming our senses\u2014Edward Enninful has an answer\u00a0for that\u00a0\",\"datePublished\":\"2026-06-26T15:12:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2303\"},\"wordCount\":1078,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2303#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/efe3e1c017fec16b2162bfe812524046.webp\",\"articleSection\":[\"Letter from London\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2303#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2303\",\"url\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2303\",\"name\":\"AI is overwhelming our senses\u2014Edward Enninful has an answer\u00a0for that\u00a0 - 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