Artificial intelligence (AI) has become an important aspect of our everyday life. From a common topic in science fiction and future studies it is now being used in a wide spectrum of day to day services, both for advanced technologies and personal applications. AI seems associated with startups and several companies do develop and promote AI as their unique selling product. However, with almost 7 years of continuous ‘AI’ developments how promising could an AI startup still be? This talk aims to describe the AI challenges as experienced from the eyes of a startup, its challenges and opportunities as well as how connections with lead Universities in the area could help in future synergies.