For those not in the know, Oxford Semantic Technologies (OST) specialises in knowledge graphs – a database technology that stores and organises data as an interconnected web of related ideas and entities, enabling rapid retrieval of information and recommendations.

Its flagship product is RDFox, billed as the world's fastest knowledge graph and semantic reasoning engine. "It is considered one of the key technologies for realising more sophisticated and personalised AI solutions," Samsung said.

The Korean giant noted Oxford Semantic's product "optimises data processing and enables advanced reasoning" on devices and in the cloud, helping smartphones and other gadgets to become "increasingly familiar with users' preferences and usage."

That ability fits nicely with Samsung's stated plans to bring better AI to its Bixby virtual assistant, which it last week revealed will soon be upgraded with its own AI models as part of a broader strategy.

Samsung asserted that Oxford Semantic's products will be applicable across its range—specifically mobiles, televisions, and home appliances.

Samsung has partnered with the startup since 2018 – only a year after it was established as a spin-out from the University of Oxford, where its founding team had toiled on its tech since 2011.

The Korean giant had also invested in the Oxford outfit.

Oxford Semantic CEO Peter Crocker said Samsung has been involved in developing RDFox, which it describes on LinkedIn as underpinned by "patented modern computing techniques" that enable it to "deliver responses to complex queries on the fly."