Midjourney generates some of the best AI images in the world. It still does so from a Discord bot, and it has no app in the App Store. In July it closed the first acquisition in its history, and it wasn't a lab or a patent: it bought Co-Star, an astrology app with 4.3 million monthly users.
All 24 employees join as a block, and founder Banu Guler now leads design across the entire company.
What Co-Star does, and why it matters
Co-Star combines planetary position data from NASA with language models to deliver a different horoscope to each person, every morning. That is the whole product.
With it, Co-Star built something Midjourney lacks: millions of people opening the same app day after day without anyone reminding them.
Technology stopped being the bottleneck
For three years, the conversation around generative AI has revolved around which model produces better output. That conversation is closing on its own. The gap between the best engine and the third best narrows every quarter, and the tools are within anyone's reach for a monthly subscription.
When producing stops being hard, value moves to two places. Knowing what to ask for, which is judgement. And reaching whoever needs it, which is distribution. Neither comes with a licence.
Midjourney has the engine. What it bought is the team that knows how to build the door the user walks through.
What this means for a content production company
That access to the tool no longer sets anyone apart, because everyone has it. What sets you apart is the method behind it and the relationship with whoever receives the work.
Generating an image has become cheap. Deciding which image to generate, checking that what ships is good enough and holding the same standard month after month has not.
How we apply this at GROS
Our AI audiovisual production starts there: the engine matters least, direction and delivery are the work. That is why every piece is directed before it is generated and reviewed before it is delivered.
Sources
- TechCrunch, Midjourney acquired the astrology app Co-Star: https://techcrunch.com/2026/07/24/midjourney-acquired-the-astrology-app-co-star/
- Bloomberg Línea, Midjourney compra la popular aplicación de astrología Co-Star: https://www.bloomberglinea.com/negocios/midjourney-compra-la-popular-aplicacion-de-astrologia-co-star-estos-son-sus-planes/