Why teams still use it
Midjourney remains one of the easiest ways to get from a rough visual idea to a polished concept. It still leads in lighting, texture, and art direction when compared with more utility-focused image tools.
For brand and content teams, the value is speed with taste. You can move through multiple directions without collapsing quality, which makes it useful for campaign exploration and early-stage identity work.
Main tradeoff
The downside is that it rewards users who already know how to guide style deliberately. It is not the most literal tool, but it is often the most visually impressive.
That means it is ideal for ideation and concepting, while teams needing exact output constraints may prefer more controllable systems.