Samsung buys UK deep tech startup to boost AI business

Samsung Electronics Co., the world’s top mobile phone maker, will acquire Oxford Semantic Technologies, a British deep tech startup, to enhance on-device artificial intelligence capabilities for its products such as the Galaxy smartphone series.

The South Korean tech giant said on Thursday it has agreed to buy Oxford Semantic, an AI software developer, although it did not provide the deal’s value.

Oxford Semantic specializes in knowledge graph technology, which stores information as an interconnected web of related ideas and processes data such as how humans acquire, remember and recall knowledge. 

By integrating and connecting data, the technology enhances the understanding of how people use a product or service and enables rapid information retrieval and recommendations. It is considered one of the key technologies for realizing more sophisticated and personalized AI solutions.

“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 Cheun Kyungwhoon, Samsung’s chief technology officer and Samsung Research head, in a statement.

Samsung, which launched the world’s first AI smartphone Galaxy S24, aims to apply Oxford Semantic’s technology to other electronics such as TVs.

MORE SOPHISTICATED PERSONALIZATION

The startup founded by three Oxford University professors in 2017 holds cutting-edge technology of knowledge representation and semantic reasoning. With the RDFox, its AI-centric engine, the company currently collaborates with companies in the finance, manufacturing and e-commerce sectors in Europe and North America.

Oxford Semantic has commercialized knowledge graph technology, which optimizes data processing and enables advanced reasoning in the cloud and on-device, although it is challenging to implement the technology the complex computations used in the process of converting dynamic and extensive real-world data into knowledge graphs and utilizing them, Samsung said.

The acquisition is expected to allow Samsung to secure advanced core engines for personal knowledge graphs, the company said. Combined with on-device AI technology, personal knowledge graph technology facilitates hyper-personalized user experiences while ensuring that sensitive personal data remain secure on the device, it added.

“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,” said Oxford Semantic CEO Peter Crocker. “In addition, developing RDFox with Samsung, and being part of the larger group, will provide all of our clients with even better products, services and support.”

Samsung has partnered with Oxford Semantic on various projects since 2018, while Samsung Venture Investment Corp. has invested in the startup.

Write to Chae-Yeon Kim at why29@hankyung.com
 
Jongwoo Cheon edited this article.