Behr Paint Company is bringing artificial intelligence (AI) to the home improvement aisle with a new tool it designed to take the guesswork out of choosing paint colors.
The California-based paint manufacturer has partnered with Google Cloud to launch Chathue, an AI-powered color assistant that helps homeowners and DIYers find their perfect shade with ease. The tool combines Behr’s proprietary color data with Google Cloud’s AI technologies — including Gemini, Vertex AI, BigQuery and Cloud Run — to deliver personalized recommendations in real time.
According to a study commissioned by Behr, more than 40% of consumers say picking a color is the hardest step in any paint project. Another 40% say indecision keeps them from starting at all. Chathue aims to change that by offering an intuitive, conversational experience that translates personal preferences — like room lighting, mood and décor style — into curated color suggestions, according to Behr.
“We are constantly listening to our customers and striving to simplify the home improvement process,” said Andy Lopez, senior vice president of marketing at Behr. “Color selection has always been the biggest pain point. This intelligent, accessible solution made possible by Google Cloud transforms that challenge into an exciting discovery.”
How Behr Paint is using Google’s AI suite
Before the launch, Behr assessed the system extensively with AI solutions firm Further to validate demand for a guided, personalized color experience. Google Cloud was chosen for its ability to support custom-built AI applications that can scale across Behr’s growing digital and retail ecosystem.
Paul Tepfenhart, director of global retail strategy and solutions at Google Cloud, said the partnership highlights how applied AI can make everyday decisions easier.
“Home improvement is a deeply personal experience,” Tepfenhart said. “Choosing a paint color may seem simple, but it carries meaning. Through this collaboration, AI is helping make that process easier and more rewarding.”
Chathue acts as a digital color consultant, using a conversational interface to help users narrow down paint options. By analyzing consumer input and context, it recommends shades that best match a user’s design goals, simplifying what has traditionally been an overwhelming process.
Behr continues its ecommerce transformation
The launch marks another step in Behr’s broader ecommerce transformation. The company has been expanding its digital footprint with online ordering, in-store pickup and direct-to-consumer shipping options to create a seamless omnichannel experience. It has also strengthened its digital marketing strategy, leveraging platforms such as TikTok and YouTube to reach younger homeowners and DIY enthusiasts.
Behr’s digital initiatives are paying off. The brand’s annual “Color of the Year” campaign has evolved into a full-scale ecommerce and social media event, generating 100 million impressions and thousands of user-generated posts. By combining AI-driven tools like Chathue with online shopping capabilities, Behr is positioning itself to convert digital inspiration directly into sales.
Industry analysts view the initiative as part of a broader shift across consumer goods and home improvement brands toward AI-driven personalization. By reducing decision fatigue, Behr not only helps customers make faster, more confident color choices but also shortens the path to purchasing a key metric in ecommerce performance.
The partnership also underscores Google Cloud’s expanding presence in retail and consumer applications. Originally built for enterprise-scale data and analytics, Google Cloud’s AI stack is increasingly being used to power personalized shopping experiences that blend creativity, convenience, and data-driven insight.
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