Samsung buys UK startup Oxford Semantic to boost ‘personalised AI experiences’

Samsung has snapped up UK startup Oxford Semantic Technologies, in a bid to “hyper-personalise” user experiences with AI.

Founded in 2017, Oxford Semantic specialises in knowledge graphs, which integrate and analyse data. The technology powers countless applications, from voice assistants to search engines.

Oxford Semantic baked knowledge graphs into a product called RDFox, which the company describes as an “AI reasoning engine.” 

The system supports an array of use cases, from recommendation engines to anomaly detection in transactions. For Samsung, the software provides a chance to develop sophisticated and personalised AI solutions.

The company will use the knowledge graphs to integrate information and context from various services and apps. By fusing all this data, devices can become “increasingly familiar with users’ preferences and usage,” Samsung said on Thursday.

The conglomerate plans to integrate the software “across all of Samsung’s products,” from phones to TV and home appliances.

“As global consumers realise their growing need for more personalised AI experiences, the acquisition of Oxford Semantic Technologies will further boost Samsung’s strong capabilities in knowledge engineering,” said Paul Kyungwhoon Cheun, CTO of Samsung Electronics.

A European AI shopping spree

The takeover culminates a long relationship between the two companies, which first collaborated back in 2018. A year later, Samsung led a £3mn investment round in the University of Oxford spinout.

Samsung didn’t disclose the price of the full acquisition, which extends a recent spree of European startup sales.

Just last week, US chip giant AMD bought Finnish company Silo AI, while Japanese tech group SoftBank bought British semiconductor firm Graphcore. 

For Europe, the takeovers show the struggles to keep tech leaders in the continent. But for Oxford Semantic, the new deal provides a big platform for growth. 

Peter Crocker, the startup’s CEO, said the tie-up would boost the development and reach of his company’s tech.

“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 personalisation,” he said.

“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.”