Samsung’s busy feeding its AI ambitions for its consumer devices. Earlier this year, the electronics giant said it would bring its Galaxy AI and Google’s AI model Gemini to its products, including its flagship smartphone, the Galaxy 24, as well as the latest versions of its two foldable phones — the Galaxy Z Fold 6 and Galaxy Z Flip 6 — each of which feature Galaxy AI and Google Gemini prominently.

Now, Samsung is adding knowledge graphs to beef up its AI offerings. The Korean tech giant said on Thursday that it will acquire Oxford Semantic Technologies, a U.K.-based knowledge graph startup that has built an AI reasoning engine that can be deployed on edge devices, for an undisclosed amount.

Spun out of the University of Oxford, the startup was founded in 2017 by professors Ian Horrocks, Boris Motik and Bernardo Cuenca Grau. The company says its knowledge graph and semantic reasoning engine, RDFox, can process an organization’s data into machine-readable knowledge that it can then use to provide better user experiences like improved search results and recommendations using rules-based AI.

Knowledge graphs utilize a graph structure to organize and represent data on real-world entities like people, objects, events, scenarios and concepts, as well as to indicate their relationships. Google, for example, has been using the technology to power its search results, particularly its knowledge panel.

Oxford Semantic Technologies said its software helps companies improve data processing and support advanced reasoning both in the cloud and on edge devices. The startup says its applications range from aiding in medical diagnoses to integrating maps for autonomous vehicle safety, detecting financial crimes and suggesting product configurations.

The acquisition gives Samsung access to the startup’s AI and personal knowledge graph engines that, it said in a statement, will let it bring together scattered information and context from different services and applications to provide a personalized user experience while keeping data secured on-device. Samsung added that the technology is applicable not just to mobile devices but all of its products, such as televisions and home appliances.

Samsung is an existing investor in Oxford Semantic via its venture arm, and has been working with the startup on various projects since 2018. Oxford Science Enterprises is also an investor in the firm.

“We are delighted to be working with Samsung,” said Peter Crocker, CEO of Oxford Semantic Technologies, in a statement. “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. 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.”