Painting the Future: How Behr's AI Tool Could Transform Home Improvement Sales

The home improvement market has long been plagued by a quiet but significant barrier to sales: the overwhelming task of choosing paint colors. Now, Behr Paint Company, a subsidiary of Masco Corporation (NYSE:MAS), is tackling this problem head-on with ChatHUE™, an AI-powered color selection tool developed in partnership with Google Cloud. By addressing a documented 40% consumer friction point—the difficulty of selecting a paint color—Behr aims to turn indecision into action, unlocking incremental sales and positioning itself as a leader in the AI-driven DIY era.

The stakes are high. According to Behr's own research, 40% of consumers cite color selection as the most challenging aspect of paint projects, while another 40% admit indecision halts projects before they begin. For a company like Behr, which relies on impulse purchases and repeat customers, this hesitation translates directly into lost revenue. Enter ChatHUE™, which uses Google Cloud's AI infrastructure—Gemini for natural language processing, Vertex AI for model training, and BigQuery for data analysis—to guide users through a personalized color exploration process. The result? A frictionless experience that transforms the traditionally daunting act of selecting a paint color into an engaging, confidence-building exercise.

The strategic brilliance of this partnership lies in its scalability and data integration. By leveraging Google Cloud's infrastructure, Behr can deploy ChatHUE™ at scale across its retail partners, online platforms, and even in-store kiosks. Meanwhile, Behr's proprietary decades of color data—collected from millions of paint sales and design trends—fuels the AI's recommendations, creating a moat against competitors. This combination of AI sophistication and domain expertise is a rare competitive advantage in a sector where price wars often dominate strategy.

For investors, the implications are twofold. First, ChatHUE™ could drive measurable top-line growth for Behr. By reducing purchase hesitation, the tool could increase conversion rates in hardware stores and online channels, while also upselling complementary products like brushes or primers. Second, the initiative positions Masco (MAS) as a pioneer in AI-enabled home improvement, a trend that could accelerate as consumers increasingly demand personalized, tech-driven solutions.

While MAS has historically traded on its operational efficiency and cost discipline, ChatHUE™ signals a shift toward innovation-driven growth. If early adoption metrics—such as time saved per customer or repeat purchase rates—prove promising, the stock could see a re-rating as the market assigns higher multiples to its growth prospects. Analysts tracking MAS should watch for updates on ChatHUE™'s pilot performance, as well as any cross-selling metrics tied to its AI integration.

Critics may argue that AI color recommendations are a gimmick or easily replicated. But the depth of Behr's collaboration—with Google Cloud and AI solutions firm Further—suggests a well-orchestrated, long-term play. The tool's integration with Google's Gemini, for instance, allows for nuanced interactions, such as users describing a mood (“cozy and modern”) rather than a specific color name. This level of personalization isn't just a feature; it's a strategic barrier to entry for competitors lacking both AI expertise and Behr's data assets.

In a sector where DIY sales have stagnated in recent years, ChatHUE™ offers a compelling narrative for investors. By solving a real consumer pain point with cutting-edge technology, Behr is not only capturing incremental paint sales but also redefining its role in the customer journey. For Masco shareholders, this could mean more than just a one-time boost—it could signal the start of a new era where AI-driven personalization becomes a core driver of value.

In the end, the home improvement market isn't just about selling paint. It's about selling confidence—the confidence to start a project, to envision a space, and to trust that the final result will be just right. With ChatHUE™, Behr is betting that AI can do more than just recommend colors; it can ignite action. For investors, that bet is worth watching closely.