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David Holz’s phrase “an engine for the imagination” describes his 2022 view of Midjourney: image generation can help people explore ideas visually, while people provide goals, interpretation, and direction. He also emphasized collaboration, where users discover possibilities by seeing and extending one another’s work. This is Holz’s account from a historical interview, not a current product guide or a consensus about AI.
What Holz meant by “an engine for the imagination”
In an interview with James Vincent published by The Verge on August 2, 2022, Midjourney founder David Holz described the system as a tool for expanding what people could imagine and express visually. He said, “And we see this technology as an engine for the imagination.”
The metaphor assigns different roles to the system and its users. Image generation can produce visual possibilities quickly; people decide what they want to explore, which results matter, and how those results serve a larger idea. Holz said the system had “no will,” goals, intention, or storytelling ability. That was his explanation in the interview, not a comprehensive technical or philosophical consensus.
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Why collaboration mattered to Holz
Holz described Midjourney’s early Discord community as part of the creative experience, not merely a place to submit prompts. People could see one another’s ideas and images, then build on possibilities they might not have found alone. As he put it, “But people want to make things together, and if you do that on iOS, you have to make your own social network.”
That account makes collaboration central to his idea of augmented imagination: the model generates possibilities, while interaction among people helps those possibilities develop. The interview documents Holz’s 2022 view of the product and its community. It should not be used to infer current visibility defaults or privacy protections.
Holz’s view of risks and responsibility
The interview also addressed harmful imagery, deepfakes, and moderation. Holz discussed Midjourney’s approach as it stood in 2022, including the limits of relying on public attribution to discourage abuse. Those comments are historical; they do not establish current safeguards, policies, or technical capabilities.
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Holz summarized his approach to regulation with another metaphor: “We’re making surfboards rather than making water.” This captures his preference for focusing on how people use a technology rather than treating the underlying capability as inherently harmful. It is his position from the interview, not a settled policy answer. Questions about harmful uses and responsibility remain distinct from the product’s creative possibilities.
What has changed since the 2022 interview
Midjourney’s current documentation describes a broader product than the one Holz discussed in 2022. As checked October 7, 2026, the official version documentation identifies V8.2, released July 24, 2026, as the default version. The documentation describes a focus on aesthetics, image quality, personalization, and a new Edit Model. Current Editor documentation lists tools including Remix, inpainting, Pan, and Zoom Out.
The plans and prices below are a dated snapshot from Midjourney’s official plan comparison, checked October 7, 2026. Features and prices can change.
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| Plan | Monthly price | Relax Mode image generations | Stealth Mode |
|---|---|---|---|
| Basic | $10 | Not listed as available | Not available |
| Standard | $30 | Available | Not available |
| Pro | $60 | Available | Available |
| Mega | $120 | Available | Available |
Midjourney’s plan comparison says annual billing is 20% less when the full annual fee is paid upfront. Check the official plan documentation for current details before subscribing or relying on a particular feature.
Reading the interview today
The interview remains useful for understanding Holz’s stated design philosophy: make visual exploration easier and let people supply intention and meaning. Its descriptions of company scale, community, features, pricing, and moderation belong to 2022. Current product documentation—not the interview—is the appropriate source for today’s model, tools, plans, and account features.
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Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →The distinction matters for artists and other readers considering image-generation tools. Holz’s account presents a vision of creative augmentation, but it does not settle how such tools affect creative work or resolve questions about their risks. The interview is best read as a founder’s perspective on what Midjourney might enable, rather than proof of the technology’s effects.
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FAQ
What does “an engine for the imagination” mean?
It is Holz’s description of image generation as a way to help people explore ideas visually. In his framing, the system offers possibilities while people provide goals, interpretation, and direction.
Why did Holz emphasize making things together?
He said people could discover possibilities by seeing and extending one another’s ideas. In his account, the early Discord community helped make shared creation part of the experience.
What is Midjourney’s current default version?
As checked October 7, 2026, Midjourney’s official version documentation identifies V8.2, released July 24, 2026, as the default version.
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How much do Midjourney plans cost?
The official plan comparison checked October 7, 2026 lists monthly prices of $10 for Basic, $30 for Standard, $60 for Pro, and $120 for Mega. Prices and features can change, so verify the current comparison before subscribing.
Does the interview explain Midjourney’s current safety policies?
No. The interview describes Holz’s discussion of risks and moderation in 2022. It should not be treated as a current account of Midjourney’s safeguards or policies.
Quick Recap
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