Meta purchases AI gadget startup Limitless

Meta Acquires AI Startup Limitless

Meta has officially acquired Limitless, the artificial intelligence company previously known as Rewind. The announcement, made on Friday, revealed that Limitless will discontinue sales of its AI-powered wearable devices. Current customers will continue to receive support for the next twelve months.

As part of this transition, all existing users will be upgraded to the Unlimited Plan at no additional cost, eliminating subscription fees. However, several features, including the desktop software “Rewind” that allowed users to record and search their computer activity, will be phased out.

Background on Limitless and Its Products

Limitless was established by Brett Bejcek and Dan Siroker, who previously co-founded and led Optimizely. Last year, the company shifted its focus to developing AI-powered hardware, introducing the Limitless pendant for $99. This wearable could be clipped onto clothing or worn as a necklace, joining a growing market of AI devices such as the Friend pendant, which received mixed reviews.

Shared Vision with Meta

In its announcement, Limitless expressed alignment with Meta’s goal of making “personal superintelligence” accessible to everyone, particularly through AI-integrated wearables. While Meta is currently concentrating on augmented reality and AI glasses—like its Ray-Ban Meta and Oakley Meta models—Limitless will contribute to advancing these initiatives, likely by supporting Meta’s existing wearable technology rather than introducing a new AI pendant.

Challenges in a Competitive Market

Limitless acknowledged that increasing competition from major tech companies such as OpenAI and Meta itself has made it harder for smaller players to thrive in the AI hardware space.

“When we launched Limitless five years ago, the landscape was unrecognizable,” Siroker reflected. “AI seemed out of reach, and hardware startups struggled to find support—especially those combining AI and hardware. Today, the environment has transformed. Our vision is no longer on the fringe; it’s becoming reality, and we’re part of a larger movement.”

Meta’s Response and Next Steps

Meta shared with TechCrunch: “We’re thrilled to welcome Limitless to Meta as we accelerate our efforts to develop AI-powered wearables.” The company added that the Limitless team will join Reality Labs’ wearables division, but did not disclose further details about future plans.

Customer Data and Company Funding

Limitless will provide users with options to export their personal data or delete it directly through the app. The startup has secured over $33 million in investments from firms such as a16z, First Round Capital, and NEA.

This article has been updated to include a statement from Meta.