AI in the paint market: Iquine and the paradox of choice

Have you ever found yourself paralyzed in front of a catalog with thousands of color options, unsure which one best reflects your personality or the functionality of your space? This phenomenon has a name: the paradox of choice. In a world where freedom of choice is celebrated, an excess of it can generate anxiety and indecision.

In the paint industry, where a wrong choice can mean years of living with an unwanted color, Iquine (the largest paint company with 100% Brazilian capital) decided to use technology to simplify this process. In partnership with Skyone and the consulting firm Just a Little Data, the brand developed an Artificial Intelligence solution. This solution transforms complexity into accuracy.

1. From digital to physical: making innovation tangible

Unlike many AI initiatives that are limited to customer support or internal data analysis, Iquine's project sought to "materialize innovation." The challenge was to create something that made sense both at the physical event and in the consumer's home.

The solution was presented at major industry trade shows, such as Haus Decor. At these events, visitors answered a quick questionnaire and, through correlation algorithms, received an indication of the three ideal colors for their profile and environment.

2. The science behind color

The developed Artificial Intelligence focuses not only on aesthetics, but also on behavior and functionality. The project, led by Just a Little Data, took into account essential pillars:

• The “mood” and personality: questions that go beyond “what color do you like?”, exploring lifestyle, whether the user has pets, children, or how they consume trends.
• The functionality of the environment: does a room need tranquility or energy? AI processes whether the space is for focus or relaxation.
• The effect of lighting: one of the major differences discussed was how light (white, yellow, natural) completely alters color perception, something the tool helps to predict.

3. Results that generate queues (and sales)

The response was immediate. During the trade shows, the experience generated constant lines of professionals (architects and painters) and end consumers.

The key strategic differentiator was vertical integration: the AI ​​not only suggested the color, but was connected to a machine that produced a mini sample of the personalized ink on the spot, with the user's name printed on the packaging. This reduces decision time and increases conversion at the point of sale. Furthermore, it prevents the customer from leaving the store to "think it over" and ultimately not returning.

4. The future: AI as a work tool

Although the initial focus is on the end consumer, the tool is being refined to become the right-hand tool for architects and retailers.

• For the architect: it functions as an initial filter to understand the client's "soul".
• For the retailer: it's a sales accelerator that removes the bottleneck of uncertainty at the counter.

Iquine demonstrates that technology is not the end goal, but a means to make a company more data-driven and, above all, closer to human reality.

Want to see behind the scenes of this innovation?

You can find the full conversation about how this project was developed in just 30 days and what Iquine's next steps are in the world of technology in our podcast.

🎙️ Listen now on Spotify

Written by Skyone