Behr Paint Company, a premier provider of paints and stains, partnered with Google Cloud to introduce ChatHUE, an AI-powered tool to simplify paint color selection, announced on July 16, 2025, in Sunnyvale, California. Addressing a key challenge where 40% of consumers find choosing paint colors the hardest part of a project, per a Behr study, ChatHUE enhances the home improvement experience.
Behr and Google Cloud launch ChatHUE on July 16, 2025.
Powered by Google Cloud’s Gemini, Vertex AI, BigQuery, and Cloud Run.
Solves color selection pain point for 40% of consumers, per Behr study.
Developed with Further, tested via real-world pilots for accuracy.
Aims to boost engagement and sales in the $1.2T home improvement market.
ChatHUE leverages Google Cloud’s AI technologies, including Gemini for natural language processing, Vertex AI for model development, BigQuery for data analytics, and Cloud Run for scalable deployment. It uses Behr’s proprietary color database to deliver personalized color recommendations, turning a complex decision into an engaging process. “We’re constantly listening to our customers and striving to simplify the home improvement process,” said Andy Lopez, SVP of Marketing at Behr Paint Company.
In collaboration with Further, an AI solutions provider, Behr conducted extensive real-world pilots to validate ChatHUE’s effectiveness. The tool responds to vague inputs like “warm and inviting” with tailored suggestions, ensuring accessibility for DIYers. “Through this partnership with Behr, we’re helping deliver a smart, user-centric solution that demonstrates the potential of applied AI,” said Paul Tepfenhart, Director of Global Retail Strategy & Solutions at Google Cloud.
ChatHUE enhances Behr’s e-commerce platform and may extend to in-store kiosks, potentially increasing sales by reducing decision paralysis. The global home improvement market, valued at $1.2 trillion in 2025, sees growing demand for AI personalization, with 64% of consumers favoring tech-enhanced experiences, per a 2025 Algolia survey. ChatHUE could drive upsells of related products like primers, boosting revenue for Masco Corporation (NYSE: MAS).
The launch aligns with Behr’s innovation streak, following its 2025 Color of the Year, Rumors, and 2026 Commercial Color Forecast. Social sentiment on X praises ChatHUE as a “game-changer” for home improvement, though some users worry about its usability for less tech-savvy consumers. Critics suggest AI-driven tools might limit creative exploration, but Behr’s robust color data ensures recommendations align with market trends.
Behr’s partnership with Google Cloud via ChatHUE cements its leadership in the paint industry, offering consumers an intuitive, AI-driven solution to transform color selection and enhance home improvement projects.
Founded in 1947, Behr Paint Company is one of the largest manufacturers of paints, primers, decorative finishes, stains, surface preparation and application products for do-it-yourselfers and professionals in the United States, Canada, and Mexico. The Santa Ana, Calif.-based company, and maker of Behr®, KILZ® and WHIZZ® brands, are dedicated to meeting the project needs of DIYers, designers and professional paint contractors with an unwavering commitment to quality, innovation, and value.
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