Samsung Electronics has agreed to acquire UK-based Oxford Semantic Technologies, a knowledge graph firm whose tech will help improve Samsung’s AI-equipped smartphones, TVs and home appliances. When combined with Samsung’s own on-device Galaxy AI, Oxford’s tech will allow “hyper-personalized” user experiences that keep data secure, Samsung said, adding that “knowledge graph technology stores information as an interconnected web of related ideas and process data in a manner similar to how humans acquire, remember, recall and reason over knowledge,” offering insight on “how people use a product or service.”

Specifically, the South Korean hardware giant mentioned “rapid information retrieval and recommendation” as areas graph technology could improve. Samsung has been collaborating with Oxford Semantic since 2018 and said it has special expertise in implementing and utilizing knowledge graph tech, which presents challenges “due to the complex computations used in the process of converting dynamic and extensive real-world data into knowledge graphs.”

Oxford Semantic solutions have proven successful “in the cloud and on-device,” Samsung explained in an announcement. The deal’s financial terms were not disclosed.

Founded in 2017, Oxford Semantic uses “AI engines dubbed RDFox, which can be applied to devices to boost their on-device AI capabilities,” ZDNet writes, explaining that “the graphs offered by these engines integrate information and context across various services and apps,” allowing Samsung to craft a tailor-made user experience “by becoming increasingly familiar with preferences” and use patterns.

In the mobile sector, Samsung introduced Galaxy AI with the S24 series, creating what ZDNet says was a much-needed sales boost as smartphone hardware was seeking to move beyond incremental improvements. “AI can be that new growth propeller,” ZDNet uggests.

“For Samsung and Google, AI is a team effort. Apple should take notes,” is how CNET leads off coverage of the recent Galaxy Unpacked Paris event, adding that “the iOS versus Android rivalry is entering a new era” as AI takes hold on mobile devices.

Google SVP of Devices & Services Rick Osterloh appeared at Galaxy Unpacked to share how Google, using its Gemini AI, collaborated with Samsung to develop Galaxy AI.

While CNET says Osterloh’s appearance could be read as a “show of strength” against Apple, messaging “these two juggernauts are a package deal when it comes to AI,” PYMNTS notes the European Commission is reportedly looking into whether the Google-Samsung AI deal is stifling competition by keeping other companies’ chatbots off Samsung smartphones.

The answer to that would seem to be no, because Samsung phone users can run alt AI apps downloaded at will from app stores — unlike the closed-garden approach that has made Apple the subject of multiple EU investigations. Apple and Samsung’s different approaches to selling AI are analyzed by Yahoo Finance.

CNET underscores that “both companies understand that how they deploy AI in their devices could make all the difference to their success in the coming years.”

Related:
Samsung’s New Image-Generating AI Tool Is a Little Too Good, The Verge, 7/17/24
Samsung Galaxy Z Fold 6 Has Galaxy AI, but What Exactly Does It Do?, Gizmodo, 7/15/24
Samsung’s Latest Galaxy AI Features Tipped to Be Heading to These Older Phones, TechRadar, 7/15/24