With the rise of deep learning (DL), our world braces for artificial intelligence (AI) in every edge device, creating an urgent need for edge-AI SoCs. This SoC hardware needs to support high throughput, reliable and secure AI processing at ultra-low power (ULP), with a very short time to market. With its strong legacy in edge solutions and open processing platforms, the EU is well-positioned to become a leader in this SoC market. However, this requires AI edge processing to become at least 100 times more energy-efficient, while offering sufficient flexibility and scalability to deal with AI as a fast-moving target. Since the design space of these complex SoCs is huge, advanced tooling is needed to make their design tractable. The CONVOLVE project (currently in Inital stage) addresses these roadblocks. It takes a holistic approach with innovations at all levels of the design hierarchy. Starting with an overview of SOTA DL processing support and our project methodology, this paper presents 8 important design choices largely impacting the energy efficiency and flexibility of DL hardware. Finding good solutions is key to making smart-edge computing a reality.