40% of European "A.I. startups" don't actually use A.I. 

Very consistent with my experience talking to U.S. "retail A.I." startups. Scratch beneath the surface, ask the retail A.I. startup pitching you about what specific machine learning algorithms or natural language processing techniques are being used, and what specific retail problems they are being leveraged to solve - and you might be surprised. If the startup can't give you a specific technique or describe the detailed retail use case, it's probably not AI.