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Everything you need to know about Tumblr’s potential deal with Midjourney and OpenAI

Last updated Wednesday, March 20, 2024 17:23 ET

Discussions have emerged regarding Tumblr’s new future and potential deals with Midjourney and OpenAI. Read on to find out everything you need to know.

New York, 03/20/2024 / SubmitMyPR /

Out of all the social media platforms, Tumblr has always been a unique and creative space for users to express themselves through blogging, photography, art, GIFs, memes, and multimedia content. However, in recent years, the platform has faced challenges and changes in ownership. In addition to this, there has been increasing competition in the social media space, leading to shifts in its user base and overall direction.

Now, news of a potential deal between Tumblr, Midjourney, and OpenAI has sparked a lot of speculation and discussion among the platform's loyal community and has even caught the attention of minds beyond the niche Tumblr community. In this article, we look into what this potential deal entails and what it could mean for the future of Tumblr and its followers.

The background: Tumblr’s journey and challenges

Founded in 2007 by David Karp, Tumblr quickly gained popularity as a microblogging platform that allowed users to share short-form content, stock photos, images, art, and videos. With its user-friendly interface and emphasis on creativity and self-expression, Tumblr attracted a diverse community of bloggers, artists, writers, and creatives alike.

In 2013, Yahoo acquired Tumblr for $1.1 billion. This bold move and change in ownership raised concerns among users about the platform's autonomy and future direction. As a result, there were multiple changes in Tumblr's policies, including restrictions on adult content which led to backlash from some users and a decline in user engagement.

In 2017, Verizon Media acquired Yahoo and took on both Yahoo and Tumblr under its subsidiary. Despite efforts to revitalize the platform, including the introduction of new features and a redesign, Tumblr continued to struggle to regain its former prominence in the social media community and lost a lot of its loyal users. In particular, due to the new restrictions.

Therefore, in 2019, Tumblr was sold to Automattic, who also owned the blog and software service of Wordpress.com.

The potential deal between Tumblr, Midjourney and OpenAI

Amidst ongoing efforts to rejuvenate the platform, news has emerged of a potential deal involving Tumblr, Midjourney, and OpenAI. It’s not surprising, considering the recent popularity of AI usage amongst some of the top players in the social media and digital marketing world. While details of the deal are still emerging, several key aspects have been revealed.

1) Acquisition by Midjourney

Midjourney is a technology investment firm that is known for its focus on artificial intelligence (AI) and machine learning. It has been reported that Automattic has plans to negotiate with Midjourney to take on Tumblr. This acquisition could be another new chapter for Tumblr, and it could introduce its expertise in innovative technologies.

What appears to be apparent from recent discussions is that they’re looking at utilising their AI technology to obtain training data from posts by users.

2) A new partnership with Open AI

As part of the new deal, Tumblr may also enter into a new partnership with OpenAI, a leading artificial intelligence research and deployment company that also runs the ever-growing and popular ChatGPT. The company is known for its work in developing these advanced AI models, with increasing and fast-paced advancements, and the technology grows in popularity.

A partnership between Tumblr and OpenAI could bring AI-driven features and capabilities to the Tumblr platform, enhancing the user experience and expanding the platform's functionality. This could be game-changing for Tumblr and its users and potentially get it back into a competitive space within the social media world.

3) Integration of AI technologies on the platform

With OpenAI's expertise in AI and machine learning, Tumblr could leverage advanced algorithms to enhance content discovery, moderation, and personalization. This could include features such as intelligent content recommendations, automated moderation of user-generated content, and personalized user experiences tailored to individual preferences and interests. The aim is to leverage users' content and data for training AI.

The plan is not a new one within the social communities online: Reddit has made a huge deal with Google, and Shutterstock has also partnered with OpenAI to use their libraries and data for the purpose of training.

What does this mean for Tumblr users?

The potential deal with Midjourney and OpenAI holds both promise and uncertainty. On the one hand, the involvement of Midjourney and OpenAI could bring fresh investment, innovation, and technological advancements to the platform. This could provide an opportunity for future growth and to enhance user experiences.

However, there are concerns about how these changes could go the other way and change community dynamics. The ethos of Tumblr was always to support creativity and be an inclusive space.

Questions may arise about data privacy, algorithmic biases, and the potential for AI-driven content moderation to inadvertently suppress certain types of content or viewpoints. A much-discussed issue across creative communities today.

What’s to come for Tumblr?

As negotiations and conversations around the potential deal progress, Tumblr users and stakeholders will be eagerly awaiting further details and announcements regarding the platform's future direction. Key considerations will include how Midjourney plans to use its expertise in technology and investment to support Tumblr's growth and innovation, as well as how OpenAI's AI technologies will be integrated into the platform to enhance the user experience.

In addition, there will be potential backlash about data usage and protecting people’s individual work.

In the meantime, Tumblr users can continue to engage with the platform, share their creativity, and connect with like-minded individuals across the globe. Whether it's through blogging, reblogging, creating GIFs, or curating collections of stock photos, Tumblr remains a vibrant community that thrives on diversity, expression, and imagination.


The potential deal between Tumblr, Midjourney, and OpenAI represents a significant development in the evolution of the platform and its future trajectory. While there are still many unknowns and uncertainties, there is also cause for optimism as Tumblr looks to harness the power of AI and innovation to redefine itself in the ever-changing landscape of social media. As the story unfolds, one thing is certain: The journey is far from over, and the best may be yet to come.

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