Tanuja Singeetham is the Vice President for Marketing in BEHR Paint, which is located in the USA. How would you feel if home decorating was more easier and AI can help you choose a color that best matches your style? Well, Anuja was behind the idea of Behr's new color Discovery tool, it is an APP, that helps consumers choose a color from a paint pallete depending on the mood they would like to feel, IBM Watson makes the process easier by recommending color options. This will make the process of coloring a room more fun. A challenge AI has addressed was the process of choosing a color for consumers, Tanuja explains how choosing a color can be complicated, we have so many options to choose from and many platforms which give us ideas, we can choose from design shows, magazine articles, and Pinterest projects, but they all add to the Paradox of choice. The many choices can stop people from pursuing those projects and halt sales, but with AI they can design tools to help people find their color. Watson had added creativity to the process of choosing colors, the idea that was formed was to combine colors and feelings and making it come alive, through the Color discovery tool on an website. The IBM watson allowed the creative processes to be on the go, where they can also choose from a mobile app, so they can have it in their hands whenever they need it to. To design the App, they have used natural language processing, tone analysis, and trained the app to use the BEHR colors which could customize a palette for each consumer. AI has showed potential benefits and had tried to fit every individuals needs, they have looked for what customers want, and what they want is individuality. They believed that for brands to stay anew, they have to build products which are built on individual needs. Behr paint also strives on customers inputs, their recommendations are used to make more individualistic ideas to fit more of the choices that are offered. Singeetham is springing with creativity, she shows leadership, and captivates users with her ideas. Previous to Behr Paint, Singeetham was in Nestle S.A. as a digital Chaption for 5 months, and was also the Manager for Interactive Marketing for 9 years in Nestle and in Macy's she was an Administrative assistant for a year. A cool fact about Singeetham is that she was a Casting member of Disneyland Resort. Singeetham had attended California State University of Fullerton and had received her B.A. in Business Administration.