Midjourney Acquires Co-Star: A Data Investment in Users' Lives

In July 2026, Midjourney acquired the social astrology app Co-Star for an undisclosed amount. This news left many tech observers puzzled: why would an AI company known for image and video generation models buy an app focused on horoscopes and social interaction? My initial reaction—and that of several engineers on our team asking "is this crossing over?" in Slack—was confusion. But if we break down the data, there might be a clearer logic behind this deal.