Midjourney Acquires Astrology App Co-Star in Surprise Pivot
Midjourney has acquired personalized astrology app Co-Star. Deal terms are undisclosed but reportedly closed in spring. Here's what we know.
Midjourney, the AI image-generation startup, announced on Thursday that it has acquired Co-Star, a free personalized astrology app. The deal was first reported by Bloomberg and reportedly closed in spring, though financial terms have not been shared. Co-Star uses NASA data, human editorial input, and AI to deliver daily horoscopes and friend compatibility readings to its users. The acquisition marks a sharp left turn for Midjourney, which has recently expanded from image generation into areas like full-body ultrasound scanning.
What happened
| Detail | Fact |
|---|---|
| Acquirer | Midjourney |
| Acquired company | Co-Star (personalized astrology app) |
| Announced | Thursday (reported first by Bloomberg) |
| Deal close | Reportedly spring |
| Deal terms | Not disclosed |
| Co-Star pricing | Free |
Midjourney announced it has bought Co-Star, an app that delivers daily horoscopes and lets users check their astrological compatibility with friends. According to the app’s FAQ page, Co-Star pulls in data from NASA, layers in human editorial insight, and uses AI to produce personalized daily advice.
Midjourney founder David Holz is named in connection with the transition, alongside Co-Star founder Banu. No sale price has been made public.
Why does this acquisition matter?
On the surface, astrology and AI image generation have nothing in common. But Co-Star is a consumer AI product with a large, engaged user base. For Midjourney, it could represent a move toward owning AI-powered consumer apps beyond visual media.
Midjourney has already signaled it is not staying in one lane. The company has reportedly expanded into full-body ultrasound scanning, a very different technical domain. Picking up Co-Star suggests the company is actively looking for AI-adjacent consumer products to fold in, whether for the data, the audience, or both.
Co-Star is also a notable brand in the crowded wellness app space. It has built a reputation for blunt, sometimes unsettling daily notifications, which gave it a cultural footprint well beyond typical horoscope apps. That audience is potentially valuable to a company looking to diversify its reach.
For anyone watching how AI companies are spending right now, this is a reminder that acquisitions do not have to follow an obvious product roadmap. Midjourney is a private company and is not obligated to explain its strategic logic publicly. We may not know what the actual plan is for Co-Star until a product update appears.
Our take
This is a genuinely odd move, and that is not necessarily a criticism. Midjourney has shown it is willing to experiment in ways that larger, more accountable companies would not risk. Co-Star has real users and a recognizable brand, which is worth something even if the product direction is unclear.
What we would watch: whether Midjourney integrates Co-Star’s personalization model into its own tools, or keeps it as a standalone app. If Co-Star starts generating or incorporating AI imagery, the rationale becomes clearer. If nothing changes for users, this looks more like a talent or data acquisition.
For businesses building AI-powered consumer apps, this deal is a reminder that user trust and brand voice matter as much as the underlying technology. Co-Star earned its audience through a distinct tone and personality, not just its features. That is worth studying regardless of what Midjourney does next.
If you are thinking about how AI tools might fit into your own product or marketing stack, our AI integration services cover practical ways to add personalization and automation without a nine-figure acquisition budget. And for a broader view of what is moving in AI right now, our AI news coverage tracks the deals and product launches worth paying attention to.
Frequently asked questions
What is Co-Star and what does the app do?
Co-Star is a free personalized astrology app that offers daily horoscopes and friend compatibility checks. It combines data from NASA, human editorial insight, and AI to generate its advice.
How much did Midjourney pay for Co-Star?
The financial terms of the deal have not been disclosed. The acquisition reportedly closed in spring.
Why did Midjourney buy an astrology app?
Midjourney has not publicly explained its strategic reasoning. The company has been expanding beyond AI image generation, including into areas like full-body ultrasound scanning, suggesting a broader consumer AI ambition.
Will Co-Star change after the Midjourney acquisition?
No product changes have been announced. Midjourney founder David Holz is involved in the transition alongside Co-Star founder Banu, but no specific plans for the app have been made public.
