Behr Paint and Google Cloud Use AI to Solve the Greatest Crisis of Our Time: Picking a Color
Behr and Google Cloud form an AI partnership that addresses the existential dread of choosing between "Eggshell Whisper" and "Mist of Fog 7"
In a groundbreaking, earth-shattering, civilization-altering development that will surely be taught in business school case studies next to the moon landing and the invention of the wheel, Behr Paint Company has teamed up with Google Cloud to help you pick a shade of beige.
Yes, friends, the future is here, and it is taupe-powered.
According to a press release that takes itself more seriously than a TED Talk about mindfulness in the metaverse, Behr has deployed the full arsenal of Google Cloud’s AI arsenal—Gemini! Vertex AI! BigQuery! Cloud Run!—to build a chatbot called “ChatHUE™” that helps you pick a paint color. Because apparently, 40% of people are so paralyzed by the trauma of choosing between "Cozy Alpaca" and "Dusty Linen" that they just...never paint at all.
“It’s our hope that we can turn a daunting decision into an exciting, personalized discovery,” says Behr SVP Andy Lopez, in a quote that sounds suspiciously like it was co-written by a robot and a lifestyle blogger with a passion for throw pillows.
To be fair, the press release does make a compelling case that choosing a paint color is one of the greatest challenges of our generation, right up there with climate change and figuring out which USB port works.
Behr didn’t stop at slapping ChatGPT on a swatch chart. No, this was a "multi-phase pilot program" involving "rigorous testing" and a third-party firm called Further (yes, really), which presumably specializes in making phrases like “the transformative power of color” sound like something other than a Pinterest caption.
“These decisions carry real significance for people,” said a Google Cloud exec, without even a hint of irony.
That’s right. No more late-night existential crises at Home Depot. No more holding up five nearly identical paint chips to your wall and whispering, “What do you feel, Moonlit Haze?” Now, you can outsource your chromatic breakdown to a fully personalized artificial intelligence system trained on data from a company that makes brushes called WHIZZ®.
Let’s just take a moment to reflect on what this means for humanity.
Somewhere out there, Google Cloud is spinning up its planet-scale infrastructure and custom AI chips not to cure cancer or solve climate modeling, but to help a suburban couple decide whether “Seafoam Bliss” is too green for the powder room.
If this is what the Singularity looks like, it’s wearing overalls and holding a roller.
So go ahead. Visit Behr.com and let ChatHUE™ guide your soul through the wilderness of interior color theory. Just don’t ask it to help you decide on throw pillows. That’s 2026 AI.
