1. Further won New Product of the Year for ChatHUE™ AI tool. 2. Collaboration with Behr enhances color selection for consumers. 3. Recognition at BIG Awards highlights innovation and business impact. 4. Masco Corporation's subsidiary, Behr, benefits from AI integration. 5. Further's expertise fuels industry-leading tools and solutions.
FAQ
Why Bullish?
Recognition of innovation could enhance investor confidence in MAS. Historical examples show positive impact from tech-driven partnerships.
How important is it?
Innovations like ChatHUE™ can bolster sales for Behr, positively affecting MAS.
Why Short Term?
Immediate recognition may uplift sentiment and trading activity but requires sustained performance for lasting impact.
Further and Behr Paint Company Recognized with New Product of the Year Award for ChatHUE™
Atlanta, Dec. 16, 2025 (GLOBE NEWSWIRE) — Further, an innovative data, cloud, and AI company, has been awarded the New Product of the Year at the 2025 BIG Awards for Business for its collaboration with Behr Paint Company on ChatHUE™, a generative AI tool designed to assist consumers in selecting the perfect paint color. This accolade underscores Further's dedication to technological advancement and the effective application of artificial intelligence in enhancing business outcomes.
The Challenge of Color Selection
Historically, consumers have faced significant challenges when it comes to choosing the right paint color for their projects. In response, Behr's color experts partnered with Further to create a groundbreaking color selection tool. Powered by Google Cloud and leveraging Behr's extensive proprietary color data, ChatHUE™ offers users a seamless experience in navigating the often-daunting color selection process.
Acknowledgment from Industry Leaders
Emily Clark, Head of Retail at Further, expressed gratitude for the recognition, stating, "We are honored to receive this recognition from the Business Intelligence Group. In partnering with Behr and Google Cloud to develop ChatHUE™, our team advanced its expertise in AI development. It’s exciting to see our innovative work recognized among so many amazing honorees."
How ChatHUE™ Simplifies the Selection Process
ChatHUE™ is grounded in color science and supported by expert style guides, streamlining the deeply personal—yet often overwhelming—task of selecting a color. The AI-driven tool enables consumers to explore myriad options from various lighting conditions to aesthetic preferences, ensuring they make confident decisions for their projects.
Richard Wesley, Director of Digital Brand Marketing at Behr, highlighted the significance of this collaboration, stating, "Collaborating with the innovative team at Further allowed us to develop a tool that combines cutting-edge technology with our expertise in color, making the process of choosing the perfect color for every consumer easier, faster, and more inspiring than ever before."
The BIG Awards for Business: A Prestigious Recognition
The BIG Awards for Business, established in 2012, celebrate companies and products that deliver transformative results across industries. Winners are determined through a rigorous peer evaluation process conducted by experienced executives, ensuring that only significant performance breakthroughs are acknowledged.
- Established: 2012
- Selection Process: Peer review by industry experts
- Focus: Transformative business impacts
About Further and Behr Paint Company
Further specializes in turning raw data into strategic business decisions. Their expertise encompasses AI solutions that drive growth and improve operational efficiency. The company boasts a client retention rate surpassing 90%, serving notable brands such as GameStop, Red Hat, and Novartis.
Behr Paint Company, established in 1947 and a subsidiary of Masco Corporation (NYSE: MAS), is one of the leading paint manufacturers in North America, known for its commitment to quality and innovation.
Stay Updated
For more information about Further and its innovative solutions, visit www.gofurther.com and follow the company on LinkedIn. To explore ChatHUE™, visit Behr.com.