Exclusive: Behr’s Andy Lopez reveals how ChatHUE, a bold collaboration with Google, is using AI to transform how we explore, choose, and connect with color.
00:00Bear Paint is changing the way people choose color with the launch of ChatHue, a groundbreaking AI-powered tool developed in partnership with Google Cloud.
00:09ChatHue uses advanced personalization, natural language processing, and color science to help users identify the perfect shade for their space.
00:18Join us now to give us an exclusive on this exciting launch and where Bear is headed next is Andy Lopez.
00:24He is Senior Vice President and Head of Global Marketing at Bear Paint.
00:28Andy, great to have you here. So talk to us about the vision for the product and how did Google Cloud help to make it happen?
00:35Yeah, definitely. Well, thank you so much for having me, JD. Excited to be here. Excited to be with you to launch the new ChatHue, which is available now on bear.com.
00:46So this partnership really has expanded over the last several months.
00:50You know, we position Bear as the ultimate DIY coach.
00:55And so what we're always trying to do is help consumers get through the journey faster.
01:00So we understood as we looked at the journey that deciding on a paint color and feeling confident about that paint color was one of the hardest decisions for people.
01:09Over 40% of consumers thought that picking a paint color could keep them from actually taking on their project.
01:17And so what we did was we tested a few different things to understand what would resonate with this audience.
01:24And then in order to be able to scale it, we wanted to leverage Google and Google Cloud and their capabilities like Gemini in order to be able to get the consumer through that paint color selection process faster
01:37and make them feel confident about the transformation in their space.
01:41What would you say actually powers the personalized color picks for ChatHue in terms of how the product actually works?
01:47Yeah, so the technology uses Bear's proprietary data and Google Cloud with Gemini.
01:54So prior to launching, we conducted real-world pilots and rigorous testing to validate the need for a personalized tool
02:00that could walk consumers seamlessly through the color selection process.
02:04And given this, as well as our Google Cloud partnership,
02:07this technology offers the most effective, scalable path forward to create a custom AI experience.
02:12What is the sort of data that ChatHue uses to help identify the space, the style, the mood, the vibe, anything that a user is actually looking for?
02:22Yeah, so there's a lot of data that goes into the tool.
02:25If you think about Bear and our exclusive partnership with the Home Depot, Home Depot has over 2,000 stores across the U.S.
02:32And so we have a lot of data as far as what colors are trending to the top based on what people are actually buying in store.
02:41We also do global trending around the world to understand what colors are up-to-date,
02:47what colors are in style for not only the projects within the home,
02:51but we're also looking at trend-forward colors as well.
02:54And so we're looking at different industries like auto and fashion to really understand what color is resonating with people.
03:01And then as the color authority within Bear, we figure out how to bring that to the home.
03:06And so we really take all of that data, and then we partner with Google Cloud and Gemini and their capabilities
03:12in order to provide the perfect chat experience to the consumer so they feel very confident about their color decision.
03:20Andy, what does this look like for first-time users in terms of what they can expect
03:24and where they can go if they actually want to try out ChatHue for themselves?
03:29Yeah. So the best place to explore ChatHue and begin your personalized color journey is directly on our website.
03:36So www.bear.com.
03:38You'll find the ChatHole tool prominently featured on the bottom right-hand corner,
03:43ready to guide you through the process that we just discussed.
03:46And really, you know, you could start with any type of prompt.
03:49It could be, I'm looking for a blue for my bathroom.
03:52I'm looking for a more coastal vibe.
03:56And really, our tool is to help you narrow down and feel very confident about that color that you're looking for.
04:02That's our ultimate goal.
04:03At the end of the day, it's going to be the consumer's decision.
04:06We're just help there to guide you and make you feel confident about that choice.
04:09Yeah, Andy, I feel like especially in this advent of AI-related tools, there are several, if not many, other color VR tools out there.
04:19In terms of the experience that you feel like your core product offers,
04:22what are some of the ways that you feel like it most differentiates itself from things people may have seen elsewhere?
04:29Definitely.
04:29So we have also looked at developing different color tools to help consumers throughout the journey.
04:37And this truly is a landmark collaboration with Google Cloud.
04:41And we couldn't be more thrilled to have them as a partner.
04:44The decision to work with them and specifically leverage Google Gemini was multifaceted.
04:49They've been a partner with us for a long time.
04:51And this is really an industry first to be able to partner with Google and be able to leverage Bayer proprietary data as well as Google's capabilities with Google Cloud.
05:04Bring those two together and offer a unique experience that they can't get anywhere else.
05:09Do you have a favorite shade of paint that Bayer offers?
05:12Bit of a personal question.
05:13I was just curious.
05:14You got lots to choose from.
05:15There is.
05:16You know, it depends on the day and it depends on the project.
05:19But I would have to go with our 2025 color of the year, which is Rumors, which is a ruby red.
05:26It's called Rumors?
05:27It's called Rumors.
05:29Andy, I'm a hard-hitting journalist.
05:31I ask the important questions here.
05:32But also, I knew you would have an answer to that question, which is why I didn't mind putting you on the spot.
05:36I appreciate it.
05:37That's as good a response as any of them.
05:38Yeah, of course.
05:39How do you feel like ChatHue fits into Bayer's larger digital transformation efforts?
05:44And how you're trying to take this legacy brand that's always got to be consistently reinventing.
05:50Yeah.
05:51So, we are always looking to be ahead of the game.
05:55And again, really look at consumer data and how do we help solve real problems.
06:00And so, we identified the problem as it related to choosing color.
06:05And that's why we partnered with Google in order to launch ChatHue.
06:09We always knew this would be a multifaceted approach, as I mentioned.
06:13So, the goal is we're going to continue to build on to this tool.
06:17So, right now, we're narrowing you down on being able to choose a color.
06:21But the tool will continue to learn.
06:23And Google and us and Google have already talked about different phases in order to build on to this tool
06:30and be able to provide more solutions to our consumers to make, again, it a lot easier for them to choose color
06:36and feel more confident about the project they're taking on.
06:39And so, that is really what we are continuing to try to do.
06:43We're not just wanting to use technology for technology's sake.
06:47We want to make sure that whatever we're doing and whatever we're doing specifically with Google,
06:51it's solving real-life pain points that the consumer is facing when they're taking on a project.
06:56Yeah, and obviously, it is a new product here.
07:00But I wonder, in general, Andy, for your role at Bayer, how important do you feel like it is to get early results,
07:06really customer feedback?
07:07What is that feedback you've already seen?
07:09And how do you kind of use that to inform your own strategy or marketing efforts moving forward?
07:15Yeah, so we are always looking to test and learn.
07:20And we really are looking at feedback of what we're doing from an innovation perspective,
07:25how we're positioning our brand.
07:26So, specifically as it relates to ChatHue, we did some rigorous testing prior to launching it
07:31where we had a lot of positive feedback from consumers.
07:35We had consumers talking about how they didn't feel like they just had to keep clicking
07:40and got kind of lost in the overwhelming process of deciding on a color.
07:44It felt like they were able to get the information that they needed to narrow down
07:49and feel confident about their color.
07:52And then any type of situation that happened that we needed to fix,
07:57we're always looking to be able to optimize.
07:59And so, we have an incredible team within our partnership with Google
08:04to make sure that we're continuing to optimize this tool so that it provides the best experience.
08:09And then we can take that data and understand what people are looking at as it relates to color,
08:16what colors are trending to the top.
08:18And then that can inform our advertising and marketing campaigns
08:21because we know what people are, what colors they're using for which type of project.
08:26And so, that really excites us as well to be able to bring more insight and inspiration to people
08:33so they're motivated to take on more projects.
08:36All right, Andy Lopez, Senior Vice President and Head of Global Marketing at Bear Payne.
08:41Congratulations on the big announcement and thank you for joining us here at Cheddar to break it all down.
Be the first to comment