Digital Transformation Consulting

Bricorama, a French do-it-yourself retailer, faced challenges in simplifying the complex decision-making process for customers undertaking painting projects. DIY painting often involves selecting the right color, visualizing the outcome under various lighting conditions, and managing project logistics, which can overwhelm customers. To address these issues, Bricorama developed the pAInt platform, a generative AI shopping assistant designed to enhance customer confidence and streamline the painting experience.

The pAInt platform allows users to describe their painting projects, after which it suggests appropriate paint colors, quantities, and provides expert advice. Integrated with Bricorama’s e-commerce systems, pAInt enables customers to easily add recommended products to their shopping lists and saves project details for future reference. This feature is particularly useful for customers who may want to replicate or modify previous projects.

Built on the Azure OpenAI Service, pAInt utilizes advanced natural language processing and contextual understanding capabilities to engage users in meaningful conversations about their projects. The platform was trained on Bricorama’s proprietary content, ensuring that the suggestions are relevant to the products available in-store and online. Additionally, a responsible AI approach was implemented to ensure compliance with GDPR and to limit the platform's focus to painting and home improvement topics.

In terms of quantifiable results, pAInt achieved significant engagement metrics within its first three months. Notably, 20% of users completed three experience modules, while 50% completed at least two. The platform facilitated an average of 17 messages per discussion, indicating deep customer engagement. Furthermore, pAInt successfully encouraged users to return to their projects within 24 hours, demonstrating a strong desire among customers to continue developing their ideas. The platform's effectiveness was recognized with a Silver award in the Generative AI category at La Nuit des Rois in France.

Looking ahead, Bricorama plans to expand pAInt's capabilities, including in-store access and dedicated versions for vendors and employees. The retailer aims to broaden the platform's scope to encompass other home improvement categories, reinforcing its commitment to becoming a trusted advisor for DIY projects and enhancing brand loyalty among French consumers.