Behr teams with Google for AI color selection agent
Behr Paint Company is combining its proprietary color data with Google Cloud artificial intelligence to help inform customer purchase decisions.
The provider of paints and stains has built an AI agent called ChatHUE that is based on Google Cloud capabilities including Google Cloud with Gemini, Vertex AI, BigQuery and Cloud Run. ChatHUE is designed to help seamlessly guide customers shopping on the Behr direct-to-consumer e-commerce site to select the ideal paint color.
[READ MORE: How agentic AI is finding its place in retail]
"We are constantly listening to our customers and striving to simplify the home improvement process," said Andy Lopez, senior VP 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 the shopping agent, Behr conducted real-world pilots and testing to validate the need for a personalized tool that could assist consumers seamlessly with the color selection process. Collaborating with AI solution company Further, Behr selected Google Cloud as its AI partner.
"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."
Consumers interested in AI as shopping assistant tool
Behr is rolling out this AI shopping agent as a recent survey from SaaS firm Algolia indicates consumers are bullish on how artificial intelligence will impact their online shopping experience.
When respondents were asked what the best use for AI would be when it comes to online shopping, 45% said serving as an online personal shopping assistant, followed by customer service chatbots (42%), personalizing promotions and product discounts (42%) and uncovering new products (41%).
