Midjourney Acquires Astrology App Co-Star for New Image Generator

Midjourney, the AI lab known for its early lead in image generation, has acquired Co-Star, an astrology app with 4.3 million monthly active users. The acquisition, which actually closed in spring but was only announced this week, brings Co-Star founder Banu Guler on board as chief design officer. Midjourney plans to launch a new astrology-focused image generator, its first product available outside of its Discord server. Financial terms were not disclosed. Midjourney founder David Holz says he has discussed with Guler for years about how people reflect and make decisions, and sees this as an opportunity to expand Midjourney’s product and design capabilities.

Co-Star provides personalized horoscopes based on birth date and time, a pseudoscience that has gained popularity—especially among younger, less educated, and lower-income demographics. According to Pew Research, 43% of women aged 18-49 believe astrology is real, compared to 20% of men in the same age group. The app uses Barnum statements—vague assertions that seem specific but apply broadly—to convince users. The pairing of AI’s generative capabilities with astrology’s subjective interpretation has drawn skepticism, but Midjourney sees it as a way to create tools that “reveal our humanity to ourselves.” The move signals Midjourney’s strategy to differentiate from larger rivals like OpenAI and Google by entering unconventional, niche markets.