Midjourney is an AI tool for generating images and, by now, also short videos from text and image prompts.
Midjourney is an AI image generator with a web and Discord interface that translates text, reference images, and style prompts into high-quality visuals. Today, the tool covers not only classic text-to-image, but also image references, style references, Character/Omni References, moodboards, Describe functions, editor workflows, and short image-to-video animations. Particularly striking is the strong creative controllability through personalization and visual references. Important for professional use: Commercial use is generally permitted, but its suitability for data protection and enterprise use can only be rated as limited due to US-based storage, training-related concerns, and limited business administration.
Midjourney
community-funded research lab … building the most beautiful AI models in the world
Origin: USA ⓘ Midjourney, Inc., Attn: Takedowns Department, 611 Gateway Blvd. Ste 120, South San Francisco, CA, 94080-7066, US.
Standard Plan: More Fast GPU time, unlimited image generation in Relax Mode, HD video possible in Fast Mode.
Pro Plan: More Fast GPU time, Stealth Mode, more simultaneous image/video prompts, Relax Mode for images and SD video.
Mega Plan: Highest official tier with maximum Fast GPU time and the highest parallelization limits within the standard plans. Other Annual Billing Annual payment with a discount compared to monthly payment.
Fast/Relax Mode Usage depends, depending on the plan, on fast GPU time and Relax Mode.
Stealth Mode Included only in Pro and Mega; is intended to keep images/videos private, but does not apply in open/shared rooms.
Target audience
Typical users are creatives, designers, illustrators, social media managers, freelancers, agencies, and private enthusiasts who want to quickly develop visual ideas. Through Character Reference, Style Reference, moodboards, and the Editor, Midjourney is particularly interesting for people who need consistent visual worlds, campaign looks, or iterative visual prototyping. However, it is less suitable for strictly regulated corporate environments.
Outstanding features
What stands out is the combination of personalization, moodboards, and reference systems, as well as the integrated Editor with Remix, Vary Region, Pan, and Zoom Out. Added to this are Describe for image-to-prompt inspiration, Draft Mode for rapid prototyping, and V8.1 Alpha with HD standard images in 2K and improved prompt adherence. This mix makes Midjourney particularly strong for style development and creative iteration.
Main use cases
Midjourney is particularly well suited for ideation, concept art, look development, story and campaign visualization, stylistic exploration, social media assets, moodboards, and character-consistent image series. In addition, it is also possible to convert an image into a short five-second video.
Usage & notes
Midjourney is used via the website or Discord. For good results, the official documentation tends to recommend short, clear prompts; references and personalization profiles also help with consistency and style fidelity. From a data privacy perspective, you should note that Midjourney stores data in the USA, Discord has its own privacy policies, and Stealth Mode is only available starting with Pro/Mega. For companies, it is also important that, according to the official Group Plan documentation, Midjourney does not offer a classic enterprise setup with SSO, seat management, or a security questionnaire process.
Hosting & Data
1) On-prem / local hosting
Meaning: The company operates the solution on its own hardware or within its own infrastructure. In the strictest sense, not only the application runs locally, but ideally the model as well.
2) Private cloud / data center
Meaning: The solution runs in a dedicated or more clearly separated cloud environment, often with a hosting provider or hyperscaler, but in a German data center or in a particularly controlled environment.
3) EU SaaS / managed
Meaning: The provider operates the solution itself as a service. The company uses the tool as a ready-made cloud service, ideally with EU data residency.
4) Hybrid
Meaning: One part of the processing remains internal / local / in a private cloud, while another part runs in an external cloud or EU SaaS.
5) AVV / DPA
Meaning: This is the data processing agreement or Data Processing Addendum. It governs that the provider processes personal data on behalf of the customer and is bound by the customer's instructions.
6) No training
Meaning: The provider does not use your prompts, uploads, attachments, chat histories, or outputs for training or improving the general model — ideally excluded by contract.
7) Open-source / transparency path
Meaning: There is a path toward greater technical transparency and sovereignty, for example through:
- open models
- documented components
- self-hostable parts
- traceable architecture
- export / switching options
| On-prem / local hosting | ❓ |
| Private cloud / data center | ⚠️ |
| EU SaaS / Managed | ⚠️ |
| Hybrid | ⚠️ |
| DPA / AVV | ❓ |
| No training on customer data | ❓ |
| Open source / transparency path | ⚠️ |
Overall assessment of hosting & data:
Midjourney is a managed cloud AI image and video generation tool with a strong community focus via its website and Discord. On-premises or private cloud hosting is not publicly documented as a standard option. Positives include very high image quality, a wide variety of creative styles, image/video generation, Relax Mode in higher-tier plans, and Stealth Mode in Pro/Mega. Critical points include public default outputs, remix logic, a broad content license, unclear EU data residency, the lack of a publicly easily verifiable AVV/DPA structure, and the possible processing of sensitive images or brand assets.
Conclusion:
Midjourney is excellent for creative image and concept work, but for confidential company data, images of people, unreleased campaigns, or regulated content, it is only suitable with great caution, Stealth Mode, clear internal rules, and legal review.
| On-prem / local hosting | ❓ |
| Private cloud / data center | ⚠️ |
| EU SaaS / Managed | ⚠️ |
| Hybrid | ⚠️ |
| DPA / AVV | ❓ |
| No training on customer data | ❓ |
| Open source / transparency path | ⚠️ |
Overall assessment of hosting & data:
Midjourney is a managed cloud AI image and video generation tool with a strong community focus via its website and Discord. On-premises or private cloud hosting is not publicly documented as a standard option. Positives include very high image quality, a wide variety of creative styles, image/video generation, Relax Mode in higher-tier plans, and Stealth Mode in Pro/Mega. Critical points include public default outputs, remix logic, a broad content license, unclear EU data residency, the lack of a publicly easily verifiable AVV/DPA structure, and the possible processing of sensitive images or brand assets.
Conclusion:
Midjourney is excellent for creative image and concept work, but for confidential company data, images of people, unreleased campaigns, or regulated content, it is only suitable with great caution, Stealth Mode, clear internal rules, and legal review.
Strengths & Weaknesses at a Glance
| Strengths | Weaknesses |
|---|---|
| • Very strong image aesthetics and high-quality visual results | • No free version for Discord or midjourney.com |
| • Web interface plus Discord workflow | • Stealth Mode only in higher-tier plans |
| • Editor for inpainting, pan, zoom out, and remix | • No regular public API; automation and third-party apps are not allowed according to the Community Guidelines |
| • Video generation from starting images | • Open community by default: content can be public/remixable, except when using Stealth and in appropriate contexts |
| • Personalization, moodboards, style references, and Style Creator for recurring visual looks | • GDPR assessment is difficult for companies: US provider, international transfers, third parties, and no publicly discoverable AVV/DPA |
| • Commercial use generally possible, with special rules for very large companies | • No SSO, no seat/admin management, and no negotiation of individual terms for organizations according to the official group plan page |
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GDPR-compliant use possible?
GDPR assessment: From a GDPR perspective, Midjourney is conditionally to critically suitable for company data.
Positive is that Midjourney publishes a Privacy Policy with legal bases for the EEA/UK/Switzerland, SCCs or transfer mechanisms, and user rights. It is also positive that Midjourney clearly documents the plan features, including Stealth Mode in Pro and Mega.
Negative is that Midjourney may collect personal data including prompts, uploaded images, videos, documents, spoken inputs, IP address, usage data, and contact information. The Terms also grant Midjourney a broad, worldwide, royalty-free, and irrevocable license to Input Content and generated assets. By default, content is publicly visible and remixable; Stealth Mode is only available in Pro/Mega and does not help with content in open or shared Discord/community spaces.
Server location: No guaranteed EU-only data residency; Midjourney processes data at operational locations and wherever the parties involved are located, i.e. potentially outside the user's country. Further link: Midjourney Privacy Policy, Terms, and plan comparison.