Behr Paint and Google Cloud launch ChatHUE AI: Can smart color tools boost paint sales in 2025?

Behr Paint Company, a leading U.S.-based premium paints and stains manufacturer under Masco Corporation (NYSE: MAS), has officially launched ChatHUE, an AI-powered color recommendation tool developed in partnership with Google Cloud. Announced on July 16, 2025, the platform aims to simplify what the company identifies as the single biggest friction point in home improvement projects—choosing the right paint color. By combining Behr’s proprietary color database with Google Cloud’s generative AI stack, including Gemini, Vertex AI, BigQuery, and Cloud Run, the initiative is positioned as a consumer-centric digital innovation with revenue implications for Masco’s retail paint business.

Behr’s own consumer research revealed that 40% of customers find color selection to be the hardest step in a paint project, with an equal proportion saying indecision prevents them from starting their projects altogether. By addressing this decision paralysis, Behr is betting on a more seamless purchase journey that could potentially boost sales volume and customer engagement across retail and contractor channels.

Why is Behr’s AI-powered ChatHUE being viewed as a strategic revenue catalyst for Masco’s paint segment?

Institutional investors and sector analysts interpret Behr’s partnership with Google Cloud as a well-timed technology move, aligning with a broader retail trend of reducing customer friction via AI tools. Masco’s paint segment, which includes Behr, has historically been a significant growth engine, accounting for a considerable share of its North American home improvement revenue. While Masco has not yet released its Q2 FY25 results, the integration of AI into the consumer decision-making process is widely expected to support stronger revenue per customer metrics.

Investor sentiment, while cautious, leans positive, as analysts see digital enhancements like ChatHUE as a potential driver of purchase conversions and repeat engagements. The move could also deepen Behr’s competitive positioning against rival paint brands by making the buying journey not only faster but personalized—something increasingly valuable in a retail environment shaped by e-commerce and omnichannel expectations.

How does Behr’s AI innovation build on its historical brand positioning in color leadership?

Behr’s emphasis on color trend leadership is not new. Founded in 1947, the California-based paints specialist has consistently built its brand equity on expertise in colors and finishes. Its annual “Color of the Year” campaigns and curated palettes have established Behr as a trusted authority for homeowners and design professionals. Earlier this year, Behr introduced its 2025 exterior stain Color of the Year, “Cedar,” and an interior Color of the Year called “Rumors,” both reinforcing its trend-driven branding.

ChatHUE marks an evolution of this brand strategy, using data science to personalize what was traditionally a one-size-fits-all color marketing approach. By leveraging proprietary color performance data and feeding it into Google Cloud’s AI infrastructure, Behr is moving beyond curated palettes toward a predictive, user-specific recommendation engine.

What consumer behavior data influenced the development of ChatHUE, and why does it matter for adoption?

The development of ChatHUE is strongly tied to consumer behavior insights. A third-party study commissioned by Behr showed that the color selection stage not only induces the most stress for consumers but actively delays purchase decisions for a significant portion of potential customers. Analysts consider this a critical bottleneck in the paint retail cycle. By addressing this pain point, Behr is targeting an untapped growth opportunity: consumers who postpone or abandon projects due to color indecision.

Consumer-oriented pilots and testing phases were conducted prior to launch in collaboration with Further, an AI solutions provider. These pilots validated the hypothesis that guided digital tools could increase purchase confidence. This data-driven approach is likely to drive higher adoption rates among first-time users and repeat customers, especially if the tool can replicate in-store experiences online.

What technologies power ChatHUE, and why is Google Cloud’s stack significant for scalability?

ChatHUE integrates several layers of Google Cloud’s AI and data tools. Gemini, Google’s generative AI model, powers natural language interactions, while Vertex AI manages model training and customization based on Behr’s proprietary color datasets. BigQuery handles the vast data analytics required to correlate user preferences with paint performance trends, and Cloud Run ensures scalable deployment across digital and in-store platforms.

Institutional observers highlight that this full-stack approach reflects a serious long-term technology investment rather than a marketing gimmick. The scalability of cloud-native infrastructure is expected to allow Behr to expand ChatHUE beyond its current consumer-facing model to professional contractor tools, augmented reality integrations, and potentially predictive color trend analysis for commercial clients.

Could AI-driven personalization influence broader market behavior in the home improvement industry?

The launch of ChatHUE is being watched closely by competitors in the home improvement and retail sectors. Analysts note that personalization tools in retail often lead to measurable increases in customer engagement and higher conversion rates, trends already evident in fashion and furniture segments. If ChatHUE demonstrates strong adoption and measurable ROI, it could trigger a wider shift among paint manufacturers and home improvement brands toward AI-powered decision support systems.

Masco’s competitors, including Sherwin-Williams and PPG Industries, are likely to evaluate similar consumer experience innovations if ChatHUE delivers on its promise. For Behr, first-mover advantage could strengthen brand loyalty in a market where consumers often rely on trusted brands for repeat purchases.

What future outlook do analysts see for AI integration in Behr’s product and retail strategy?

While Behr has not disclosed specific timelines for expanded features, industry speculation suggests that future iterations of ChatHUE could integrate with in-store kiosks, mobile AR visualization apps, and contractor-facing platforms. Analysts expect that Masco’s upcoming earnings calls will include early adoption metrics, with ROI assessments potentially influencing further AI investments across its portfolio.

If the tool successfully shortens the decision-to-purchase cycle, Masco could position AI integration as a growth pillar in its broader retail strategy. With generative AI becoming a core trend in consumer-facing industries, Behr’s proactive move may also help Masco justify increased technology spend to institutional investors looking for digital transformation narratives in traditional manufacturing sectors.