Samsung acquires British AI startup Oxford Semantic to power its devices with next-generation AI tech

Samsung Electronics announced on Thursday it has agreed to acquire Oxford Semantic Technologies, a British AI startup renowned for its advanced knowledge graph technology. While the financial terms of the deal remain undisclosed, the acquisition is poised to enhance Samsung’s AI-driven personalization features across its device ecosystem.

Founded in 2017 by Oxford University professors Ian Horrocks, Boris Motik, and Bernardo Cuenca Grau, Oxford Semantic specializes in knowledge graph technology. This advanced technology emulates human reasoning by storing information as an interconnected web of related ideas, enhancing the personalization of AI applications, including on-device AI on Samsung smartphones, the company said in a news release.

At the heart of Oxford Semantic’s offerings is RDFox, an AI-centric engine that has garnered partnerships with organizations across Europe and North America, spanning finance, manufacturing, and e-commerce sectors.

“We are delighted to be working with Samsung,” said Peter Crocker, CEO of Oxford Semantic Technologies. “By integrating Samsung’s expertise in user experience and data with our advanced knowledge graph and reasoning technology, we will provide Samsung’s customers with even more sophisticated personalization. In addition, developing RDFox with Samsung, and being part of the larger group, will provide all of our clients with an even better product, service, and support.”

Knowledge graph technology, which organizes data as an interconnected network of related concepts, enhances the understanding of user behavior and preferences, enabling rapid information retrieval and personalized recommendations. Despite its complexity, Oxford Semantic Technologies has successfully commercialized this technology, optimizing data processing and enabling advanced reasoning both in the cloud and on-device.

Samsung’s relationship with Oxford Semantic Technologies dates back to 2018, including investments through Samsung Ventures. This acquisition not only secures advanced core engines for personal knowledge graphs but also aims to integrate and contextualize information across various services and apps. The result is a user experience that becomes increasingly intuitive and personalized over time.

Combining this with on-device AI technology, such as that featured in the Samsung Galaxy S24 series, personal knowledge graph technology ensures hyper-personalized user experiences while maintaining the security of sensitive personal data on the device. The technology’s application extends beyond mobile devices, encompassing Samsung’s range of products, including televisions and home appliances.

“As global consumers realize their growing need for more personalized AI experiences, the acquisition of Oxford Semantic Technologies will further boost Samsung’s strong capabilities in knowledge engineering,” said Paul Kyungwhoon Cheun, Head of Samsung Research and CTO of Samsung Electronics. “This acquisition is another important step forward as we strive to deliver tailor-made AI experiences built upon our hallmark technological innovation.”