Comex (PPG) Group, the second largest paint manufacturer and distributor in North America with more than 5,000 locations, has long been known for its strong presence in both retail and trade channels. But as consumer behaviors evolve and digital commerce accelerates, the coatings industry faces a unique challenge: customers often feel the need to physically interact with products before making a purchase. For Comex, bridging the gap between physical and digital became a priority, and Napster AI was the partner to make it happen.

Danielle Rios, Head of Loyalty and Omnichannel Communications at Comex (PPG), explains: “What stood out to us about Napster is how deeply they care, not just about business needs but about the customer behind them. From the very beginning, they asked the right questions about our consumers, showing a true commitment to understanding and adapting to our goals.”

‍The Challenge

While Comex had a powerful retail footprint, encouraging customers to adopt digital channels for product selection proved difficult. Paint and coatings are tactile by nature, and customers want to see, touch, and test before buying. This created friction for consumers and trade professionals navigating between physical stores, apps, and online platforms.

Comex needed a sophisticated solution that could:

• Simplify the decision-making process with curated product journeys
• Replicate in-store expertise digitally
• Foster stronger engagement across all channels

‍The Solution

Partnering with Napster, Comex introduced an Intelligent Advisor, an AI-powered avatar designed to guide customers through product selection and measurements, particularly in the DIY market. By curating options and capturing the expertise of seasoned staff, the Intelligent Advisor makes the shopping process easier, smarter, and more confidence-inspiring.

Danielle Rios shares: “In the short term, this solution will significantly boost e-commerce conversion by allowing customers to see colors digitally without needing a physical sample. The avatar acts as an intelligent advisor, guiding consumers seamlessly across channels, whether on the website, app, or in store, making the purchase process easier and smarter.”

The Intelligent Advisor is more than a feature. Over time, it will become increasingly intelligent, drawing from data to provide more personalized recommendations and support.

The Impact

The partnership with Napster did more than deliver technology. It created a cultural shift inside Comex. Teams began to adopt a consumer-first mindset, raising the bar for innovation and collaboration across the company.

“With this project, we set a new standard of innovation inside the company. Other teams now want to step up and create solutions at the same level. What really changed is the mindset: putting the consumer first, not just the business. By setting this standard, we inspired a culture shift toward innovation, creativity, and consumer-centered thinking across the organization.”

Looking Ahead

For Comex, the Intelligent Advisor is only the beginning. The company sees Napster as a long-term strategic partner in shaping the future of customer experience in coatings.

“Customer experience must evolve at an omnichannel level, and with AI we need to step up. That’s why building strong, long-term partnerships with Napster is so important. This first project will grow and mature, and together we’ll expand its impact across the entire consumer journey, ensuring a seamless experience everywhere our customers interact with the brand.”

Conclusion

Through its collaboration with Napster AI, Comex is redefining what customer experience looks like in the coatings industry. By introducing AI-driven solutions that curate product selections, capture in-store expertise, and connect the physical and digital worlds, Comex is setting new standards for innovation, consumer engagement, and loyalty.

Napster’s culture of listening, care, and innovation has made it more than a technology provider. It has become a trusted partner in Comex’s journey to create a seamless omnichannel experience for millions of customers across North America.