Meta has acquired Limitless, the AI startup formerly known as Rewind, the company announced Friday on its website. The acquisition marks Meta’s latest move to expand its presence in the AI-powered wearable space, though the company will no longer sell its hardware devices. Limitless, founded by Brett Bejcek and Dan Siroker—co-founder and former CEO of Optimizely—originally launched as a tool to record and organize digital experiences. Last year, it rebranded and introduced the Limitless pendant, a wearable device priced at $99 that could be worn like a necklace or clipped to clothing. The device used AI to record conversations and transcribe them, creating a searchable personal history. It was one of several AI wearables to enter the market, including the now-canceled Friend pendant. In its announcement, Limitless said it will discontinue sales of the pendant and will wind down other features, including its desktop recording software, Rewind. However, the company will continue to support existing customers for one year, during which they will no longer be charged subscription fees and will be automatically moved to the Unlimited Plan. Users will also have the option to export or delete their data through the app. Siroker reflected on the company’s journey, noting that when Limitless began five years ago, the idea of combining AI with consumer hardware seemed far-fetched. “The world has changed,” he wrote. “We’re no longer working on a weird fringe idea. We’re building a future that now seems inevitable. We’re not alone.” Meta confirmed the acquisition, stating, “We’re excited that Limitless will be joining Meta to help accelerate our work to build AI-enabled wearables.” The company did not disclose further details but said the Limitless team will join Meta’s wearables organization within Reality Labs. The integration is expected to support Meta’s ongoing development of AI-powered AR glasses, such as the Ray-Ban Meta, Oakley Meta, and the in-lens AI glasses currently in development. The acquisition comes amid growing competition in the AI hardware space, with major players like OpenAI and Meta investing heavily in both software and physical devices. Limitless had raised over $33 million in funding from investors including a16z, First Round Capital, and NEA, but the company cited market challenges and the dominance of larger tech firms as factors in its decision to join Meta.