How does EE72 make money if it doesn't take ads?

EE72 works with clients through organic partnerships, collaborations, and events rather than advertising. Enninful states the company had to figure out "a new business model, something that was more organic."

Does EE72 use AI at all?

Yes, but selectively and under human direction. EE72 partnered with Google to use its AI-powered virtual try-on tool at New York Fashion Week, and Enninful has used AI in post-production (the Kate Moss cover was animated using AI by photographer Nick Knight). However, Enninful insists humans make the final creative decisions and curate all published content.

What is the magazine's publishing schedule?

EE72 publishes between one and three pieces a day on its platform, depending on what Enninful describes as curation needs—deliberately avoiding constant posting to stay "not part of the noise."

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

Fortune AI2h ago4 min read

Key takeaway

Edward Enninful, the first Black editor-in-chief of British Vogue, has launched EE72, a media company that publishes only human-created content in a curated, intentional manner—the opposite of algorithm-driven feeds flooding audiences with AI-generated material. The company rejects traditional advertising in favor of brand partnerships and events, and its magazine edition has sold out online, suggesting that audiences value honesty and genuine creativity even in an AI-saturated media landscape.

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3 Key Points

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.

FAQ

How does EE72 make money if it doesn't take ads?: EE72 works with clients through organic partnerships, collaborations, and events rather than advertising. Enninful states the company had to figure out "a new business model, something that was more organic."
Does EE72 use AI at all?: Yes, but selectively and under human direction. EE72 partnered with Google to use its AI-powered virtual try-on tool at New York Fashion Week, and Enninful has used AI in post-production (the Kate Moss cover was animated using AI by photographer Nick Knight). However, Enninful insists humans make the final creative decisions and curate all published content.
What is the magazine's publishing schedule?: EE72 publishes between one and three pieces a day on its platform, depending on what Enninful describes as curation needs—deliberately avoiding constant posting to stay "not part of the noise."

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