Meta Acquires AI Startup Limitless to Advance Technological Innovations
In a significant move to enhance its technology offerings, Meta has officially acquired the AI startup Limitless, previously known as Rewind. The announcement, made on Friday via Meta’s website, reveals that Limitless has decided to cease sales of its AI-powered wearable devices while continuing to offer a year of customer support.
Current subscribers will benefit from an immediate transition to an Unlimited Plan, eliminating the need for them to pay subscription fees. However, some functionalities, including the Rewind application that recorded desktop activities for easy searching, will be phased out.
Founded by Brett Bejcek and Dan Siroker, a co-founder and former CEO of Optimizely, Limitless shifted focus last year to venture into AI devices with its $99 Limitless pendant. This wearable tech, designed to clip onto clothing or be worn as a necklace, is among several AI hardware devices, competing with other products like the less successful Friend pendant.
Limitless stated that it aligns with Meta’s ambition to “bring personal superintelligence to everyone,” hinting at a collaborative effort to enhance Meta’s portfolio of AI-enabled wearables, including their AR/AI glasses like Ray-Ban Meta and Oakley Meta. This partnership aims to support existing product lines rather than introduce new AI pendant devices.
The acquisition reflects the challenging landscape for smaller players like Limitless, as competitors such as OpenAI and Meta continue to innovate their own hardware offerings. Siroker remarked on the evolution of the AI sector, noting significant changes over the past five years. “When we started Limitless, AI was seen as an unrealistic dream. Today, we’re not just pursuing an unconventional idea; we are shaping a seemingly inevitable future,” he stated.
As a part of the transition, Limitless customers will have the option to export their data or delete it directly through the app, ensuring a smooth adjustment process amid the changes.
Meta has yet to provide an official comment regarding the acquisition.
