Behr Paint Company partnered with Google Cloud to launch ChatHUE, an AI-powered tool designed to assist consumers in selecting paint colors. The tool integrates Behr’s proprietary color data with Google Cloud’s AI technologies, including Gemini, Vertex AI, BigQuery and Cloud Run.

According to a third-party study commissioned by Behr, more than 40% of consumers find choosing a paint color to be the most difficult part of home improvement projects, and another 40% say indecision prevents them from starting projects altogether.

“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,” said Andy Lopez, senior vice president of marketing at Behr.

Behr developed ChatHUE with AI company Further and selected Google Cloud as its technology partner following real-world pilots and testing. The tool is now available on Behr’s website to guide users through color selection based on preferences and project needs.

“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,” said Paul Tepfenhart, director, global retail strategy and solutions at Google Cloud.