Behr Paint Company and Google Cloud 'Paint' a New Future for Home Improvement with AI-Powered Color Selection

Rhea-AI Summary

Behr Paint Company, a subsidiary of Masco Corporation (NYSE:MAS), has partnered with Google Cloud to launch ChatHUE™, an AI-powered color selection tool. The solution leverages Google Cloud's advanced AI capabilities, including Gemini, Vertex AI, BigQuery, and Cloud Run, to provide personalized paint color recommendations.

This innovation addresses a significant market need, as studies show that 40% of consumers consider color selection their biggest paint project challenge, with the same percentage reporting decision paralysis preventing project initiation. The partnership aims to transform the traditionally challenging color selection process into an engaging, personalized experience for homeowners.

Positive

• Strategic partnership with Google Cloud positions Behr as a tech-forward innovator in the paint industry
• Addresses a major consumer pain point affecting 40% of potential customers
• Potential to increase conversion rates by removing decision paralysis in paint purchases
• Integration of multiple advanced Google Cloud AI technologies suggests robust technological capabilities

Negative

• Implementation and maintenance costs of AI technology could impact margins
• Dependence on third-party technology (Google Cloud) for a key customer experience feature

Insights

Technology and Consumer Behavior Analyst

Behr's Google Cloud AI partnership tackles proven purchase barriers, potentially boosting MAS revenue through increased paint sales and market differentiation.

Behr Paint Company's new ChatHUE™ tool represents a strategic application of AI to solve a documented consumer pain point. The data presented is compelling: 40% of consumers find color selection most difficult, while another 40% report this indecision prevents project initiation entirely. By targeting this specific friction point with Google Cloud's AI capabilities, Behr is addressing a clear business challenge with potential revenue implications for parent company Masco (MAS).

The technology stack being implemented is comprehensive, leveraging Google Cloud with Gemini, Vertex AI, BigQuery, and Cloud Run. This suggests a sophisticated approach rather than a superficial AI implementation. What makes this particularly interesting is how Behr is utilizing its proprietary color data as a competitive advantage, combining it with Google's AI capabilities to create a differentiated offering.

From a strategic perspective, this represents an intelligent move to reduce purchase friction in the home improvement segment. Paint color selection has traditionally been an overwhelming process for consumers, requiring multiple sample purchases and creating decision paralysis. By simplifying this process, Behr may not only increase conversion rates but potentially capture market share from competitors who haven't addressed this pain point as effectively.

The extensive testing and validation process mentioned indicates a measured approach rather than a rushed implementation, suggesting the company has confidence in the potential return on investment. For Masco shareholders, this represents a technology investment with clear consumer benefits and a direct connection to potential revenue growth through increased paint sales volume.

Behr now using Google Cloud AI tools for personalized color recommendations, solving a major pain point in home improvement projects

SUNNYVALE, Calif., July 16, 2025 /PRNewswire/ -- Google Cloud today announced a partnership with Behr Paint Company, a leading provider of premium paints and stains, that will make the paint color selection journey easier and more personalized for consumers. By combining Behr's extensive proprietary color data with Google Cloud's AI capabilities – including Google Cloud with Gemini, Vertex AI, BigQuery, and Cloud Run – Behr has built an innovative, AI-powered agent named ChatHUE™ that can empower homeowners with confident color decisions.

More than 40% of consumers find choosing a color to be the most difficult step in their paint project, and 40% say the inability to decide prevents them from starting projects altogether, according to a third-party study conducted by Behr. To help remove this friction, Behr partnered with Google Cloud to develop an AI-powered agent that seamlessly guides consumers toward the perfect hue with ease.

"We are constantly listening to our customers and striving to simplify the home improvement process," said Andy Lopez, SVP of Marketing, Behr Paint Company. "We know color selection is the biggest pain point, so we're thrilled to now offer this intelligent, accessible solution to our customers, made possible by Google Cloud. It's our hope that we can turn a daunting decision into an exciting, personalized discovery for everyone, so they can bring their vision to life with confidence."

Prior to launching, Behr conducted real-world pilots and rigorous testing to validate the need for a personalized tool that could walk consumers seamlessly through the color selection process. In partnership with Further, an AI solutions company, Behr identified Google Cloud as the AI partner that could offer the most effective path forward to create a custom AI experience. 

"Home improvement is a very personal and meaningful experience for consumers," said Paul Tepfenhart, director, Global Retail Strategy & Solutions, Google Cloud. "These decisions carry real significance for people, and we're seeing that AI can help make choosing the right paint color much easier. Through this partnership with Behr, we're helping the company deliver a smart, user-centric solution that demonstrates the potential of applied AI in our everyday lives."

As a trusted leader in color, ChatHUE™ is the next step in Behr's ongoing commitment to fostering creativity and providing smart solutions for homeowners. Lopez added, "We are committed to pushing the boundaries of innovation and technology within the paint industry—empowering consumers to bring their creative visions to life through the transformative power of color."

Go to www.behr.com to explore ChatHUE™ to find your perfect color today.

About Behr
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. For more information, visit Behr.com. Professional paint contractors and designers can visit Behr.com/Pro to learn about products, color tools and services. Behr Paint Company is a subsidiary of Masco Corporation (NYSE: MAS).

About Google Cloud
Google Cloud is the new way to the cloud, providing AI, infrastructure, developer, data, security, and collaboration tools built for today and tomorrow. Google Cloud offers a powerful, fully integrated and optimized AI stack with its own planet-scale infrastructure, custom-built chips, generative AI models and development platform, as well as AI-powered applications, to help organizations transform. Customers in more than 200 countries and territories turn to Google Cloud as their trusted technology partner. 

 

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SOURCE Google Cloud

FAQ

What is Behr's ChatHUE™ and how does it work with Google Cloud AI?

ChatHUE™ is an AI-powered color selection tool that combines Behr's color data with Google Cloud's AI technologies (Gemini, Vertex AI, BigQuery, and Cloud Run) to provide personalized paint color recommendations to customers.

How will the Google Cloud partnership affect Masco (NYSE:MAS) paint division?

The partnership aims to increase customer engagement and potentially boost sales by addressing the 40% of consumers who find color selection challenging, positioning Behr as an innovative leader in the paint industry.

What percentage of consumers struggle with paint color selection according to Behr's study?

According to Behr's third-party study, 40% of consumers find choosing a color to be the most difficult step, and another 40% say color indecision prevents them from starting projects.

Where can customers access Behr's new ChatHUE™ AI color selection tool?

Customers can access ChatHUE™ through Behr's website at www.behr.com to find their perfect paint color.

What Google Cloud technologies does Behr's ChatHUE™ utilize?

ChatHUE™ utilizes multiple Google Cloud technologies including Google Cloud with Gemini, Vertex AI, BigQuery, and Cloud Run to power its AI-driven color recommendations.