We propose a novel joint activity, channel and data estimation (JACDE) scheme for multiple-input multiple-output (MIMO) systems. The contribution aims to allow significant overhead reduction of MIMO systems by enabling grant-free access, while maintaining moderate throughput per user. To that end, we extend the conventional MIMO transmission framework so as to incorporate activity detection capability without resorting to spreading informative data symbols, in contrast with related work which typically relies on signal spreading. Our method leverages a Bayesian message passing scheme based on Gaussian approximation, which jointly performs active user detection (AUD), channel estimation (CE), and multi-user detection (MUD), incorporating also a well-structured low-coherence pilot design based on frame theory, which mitigates pilot contamination, and finally complemented with a detector empowered by bilinear message passing. The efficacy of the resulting JACDEbased grant-free access scheme in the cell-free MIMO system setup compliant with fifth generation (5G) new radio (NR) orthogonal frequency-division multiplexing (OFDM) signaling is demonstrated by simulation results. The results are shown to outperform the current state-of-the-art and approach the performance of an idealized (genie-aided) scheme in which user activity and channel coefficients are perfectly known.