Ace Paints
October 2021

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Ace Hardware Elevates Paint Decisions with AI-Based Visualization Technology

Novi, MI | October 2021

Exploiting the latest AI (artificial intelligence) technologies, Ace Hardware – the helpful place - has launched a next-generation platform to help customers with the hardest part of a paint project: choosing their color. Based on AI technology from Chameleon Power, the leader in visualization technologies for the paint and coatings industries, Ace’s new Color Persona tool delivers a sleek and modern color selection experience that assists users with color selections based on elements of their personality.

The new color curation tool transforms color selection from a challenging and often frustrating task to a fun and easy experience, while providing intelligent outcomes and designer-selected color palettes.  Ace’s Color Persona tool takes the user down the path of color selection while considering multiple levels of their input.   

“The Color Persona Quiz and Color Visualizer have been critical to allowing customers to pick, visualize, and buy colors from the comfort of their own home. It’s fun this way and it builds color confidence in their selections,” said Julie Elrod, Paint Business Manager, Ace Hardware.

In collaboration with Chameleon Power, the new Ace Color Persona quiz is now online at to simplify the first step of any paint project by narrowing color options for each individual. The Color Persona quiz asks a few questions and uses AI to match individual tastes and styles to the perfect colors from Benjamin Moore, Magnolia Home, or Clark+Kensington. 

“We’re excited that Ace Hardware has partnered with Chameleon to reduce or eliminate the frustrations of paint color selection,” said Dan Dempsey, President of Chameleon Power. “We’re all about simplifying product selection and Ace has proven to be very proactive in this area too.”  

Try the ACE Color Persona quiz and Color Visualizer to experience how the tools modernize the color selection process and help people find the right colors when they see how they will look in their space before the project starts. Contact Chameleon Power to learn more about the leading visualization technologies for any industry.

About Ace Hardware

Ace Hardware is the largest retailer-owned hardware cooperative in the world with more than 5,500 locally owned and operated hardware stores in approximately 70 countries. Headquartered in Oak Brook, Ill., Ace and its subsidiaries operate an expansive network of distribution centers in the U.S. and have distribution capabilities in Ningbo, China; Colon, Panama; and Dubai, United Arab Emirates. Since 1924, Ace has become a part of local communities around the world and known as the place with the helpful hardware folks. For more information, visit or

About Chameleon Power

ChameleonPower is the leader in photorealistic visualization in 2D, 3D, Virtual Reality, and Augmented Reality. Chameleon Power applications help businesses speed sales conversions by enabling their customers to configure, see and experience choices in a life-like digital environment. Chameleon’s technologies are being adopted in every industry where visualization is critical to the purchase decision and broadly used by leading companies in the paint and coatings, remodeling, construction, design, and home décor industries. Contact us and visit to learn more about our leading visualization technologies.

For more information visit or follow us @chameleon_power on Twitter and on LinkedIn.

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