Samsung Electronics has acquired Oxford Semantic Technologies, a British startup that specializes in advanced AI technology, particularly in the area of knowledge graph technology. This move is aimed at strengthening Samsung's AI offerings and expanding the use of AI across its diverse product portfolio.

Oxford Semantic Technologies is known for its expertise in knowledge graph technology, which provides a more sophisticated way of storing and processing complex information. Samsung plans to leverage this technology not only in its mobile devices but also in a wide range of products, including TVs and home appliances.

The acquisition comes as the demand for high-end chips used in artificial intelligence hardware is surging. Tech giants are in a race to more fully deploy AI technology in smartphones and other consumer products, with capabilities ranging from generative text writing to simultaneous translation.

Samsung, the world's largest producer of memory chips, is also one of the world's biggest smartphone makers. The company's latest smartphone models unveiled in January are powered by its own Galaxy AI technology. Additionally, Samsung has been showcasing new AI deployments across its consumer electronics portfolio, from wireless headphones to smartwatches and health tracking devices.

The purchase of Oxford Semantic Technologies marks the latest step in Samsung's efforts to strengthen its AI capabilities. The South Korean tech giant has been collaborating with the British startup since 2018, including through investment from Samsung Ventures.

By integrating Oxford Semantic Technologies' advanced knowledge graph and reasoning technology with Samsung's expertise in user experience and data, the company aims to provide its customers with even more sophisticated and personalized AI experiences. This acquisition is expected to further boost Samsung's capabilities in knowledge engineering and deliver tailored AI solutions across its diverse product lineup.

The financial details of the acquisition were not disclosed by Samsung. However, the move underscores the company's commitment to staying at the forefront of AI technology and leveraging it to enhance its consumer offerings.