CANNES — Edward Enninful, co-founder and chief creative officer of EE72, promoted his media company's curated, human-led creative model at Cannes in 2024. He positioned the approach as an alternative to AI-driven content. EE72, which Enninful co-founded with his sister Akua, publishes between one and three items daily on its platform. The company's magazine, issue 72, featured Rihanna on the cover of its summer edition, which subsequently sold out online. Szilveszter Makó photographed the cover shoot for EE72, and he hand-paints backgrounds for his photo sessions.

Enninful explained EE72's strategy and questioned the role of a media company in a digitally and AI-focused world. "What does a company like mine mean in a world that is so digitally focused, so AI focused, and how can we cut through that noise with creativity?" Enninful asked. He noted that EE72 does not accept advertisements in its magazine, instead generating revenue through events and collaborations with clients like Moncler and Google. As a demonstration of its approach, EE72 utilized Google's AI-powered virtual try-on tool during New York Fashion Week. Enninful served as the first Black editor-in-chief of British Vogue, where he featured nine models of African heritage on its cover in February 2022. He became the fashion editor of i-D magazine at 18.

Regarding his company's ethos, Enninful stated, "Everything we do is curated." He added, "There needs to be a curator to have the final word." He also remarked, "I think people just want honesty and truth, something that cuts through the noise, because there is a lot of noise." He mentioned, "Even if you don't know something was made with AI, there's something in the back of your head that tells you it was."