MENLO PARK, California, December 5, 2025 – Meta Platforms has acquired Limitless, a five-year-old AI device company formerly known as Rewind, to bolster its work on artificial intelligence-enabled wearables, including the Ray-Ban Meta smart glasses and upcoming Oakley models.

The deal, announced Friday, integrates Limitless into Meta’s Reality Labs division, where the startup’s team will contribute to enhancing AI features in existing hardware rather than launching new products.

Limitless, founded by Brett Bejcek and Dan Siroker—co-founder and former CEO of Optimizely—raised over $33 million from investors including Andreessen Horowitz, First Round Capital, and New Enterprise Associates.

The company pivoted last year from software to hardware, debuting a $99 AI pendant that records conversations for transcription and analysis, targeting professionals seeking productivity aids.

Limitless will cease hardware sales and discontinue its non-pendant software, such as the Rewind app for searchable desktop recordings. Existing customers receive one year of free Unlimited Plan access, with options to export or delete data through the app.

Siroker, in a blog post, reflected on the shift: “When we started Limitless five years ago, the world was very different. AI was a pipe dream to many. Hardware startups were considered unfundable, and a business that did both AI and hardware would have been considered ludicrous.

But today is different. The world has changed. We’re no longer working on a weird fringe idea. We’re building a future that now seems inevitable. We’re not alone.”

Meta, via a statement to TechCrunch, highlighted the alignment: “We’re excited that Limitless will be joining Meta to help accelerate our work to build AI-enabled wearables.”

The acquisition fits Meta’s broader push toward “personal superintelligence” through devices like the Ray-Ban Meta glasses with displays and in-lens AI prototypes, amid rising competition from OpenAI’s hardware ventures under Jony Ive.

The move underscores intensifying consolidation in AI wearables, where startups face pressure from tech giants entering the market. For Meta, it adds expertise in conversation-capture tech, potentially enabling real-time assistance features, though privacy concerns around recording devices persist.

As Meta invests billions in AR and AI hardware, this deal could refine its consumer offerings, but execution will hinge on balancing innovation with user trust.