Today, Further, a leading data, cloud, and AI company focused on helping companies turn raw data into the right decisions, announced it has been named a winner in the New Product of the Year category at the 2025 BIG Awards for Business for its work with Behr Paint Company on ChatHUE™, a new paint color selection generative AI tool. This recognition highlights Further’s commitment to innovation and its contributions to advancing artificial intelligence that unlocks better business impact.

Consumers have historically faced challenges narrowing in on the right paint color for their projects. Behr’s color experts worked closely with Further to build a new color selection tool, which is built on Google Cloud and based on Behr’s extensive proprietary color data. The tool seamlessly guides customers through the color selection process and brings color expertise directly to the consumer, with curated recommendations informed by data-driven market trends and timely access to resources.

"We are honored to receive this recognition from the Business Intelligence Group," said Emily Clark, Head of Retail at Further. “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.” 

Grounded in color science, expert style guides, and Behr’s comprehensive catalog, this AI-powered tool simplifies the deeply personal though often overwhelming task of finding the perfect color. By offering a digital-based conversational experience, it helps consumers navigate endless choices at their convenience—from lighting variations to aesthetic preferences—resulting in a confident color selection to complete their project. 

“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,” said Richard Wesley, Director of Digital Brand Marketing at Behr.

The BIG Awards for Business, established in 2012, represent the premier global recognition program celebrating companies, products, and leaders who deliver transformative results across all industries. Winners are selected through rigorous peer evaluation by seasoned executives with deep domain expertise, ensuring that only authentic performance breakthroughs receive recognition.

For more information on Further, its solutions, and to stay abreast of upcoming news and updates, visit www.gofurther.com and follow the company on LinkedIn. To explore ChatHUE™, go to Behr.com.