Quad/Graphics Inc., a marketing experience company known for solving complex marketing challenges, has announced a major enhancement to its proprietary Audience Builder platform with the addition of natural language prompting capabilities powered by Snowflake’s Cortex AI platform. This new feature allows marketers to create precise, data-rich audience segments using simple conversational commands rather than complex queries, streamlining the process of audience creation and analysis.
The update represents a significant advancement in Quad’s mission to make data-driven marketing accessible and intuitive. By integrating Cortex AI’s natural language processing capabilities, users can now tap into Quad’s massive data stack which spans billions of household data points without the need for technical expertise. Marketers can input plain-language prompts such as “Create an audience of competitive bike riders in South Carolina” and instantly generate relevant, enriched segments ready for activation across channels.
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“From offline to online, across our media, creative and production capabilities, Quad uses its extensive household insights to generate personalized creative, deliver production at scale and optimize media across all channels,” said George Forge, Senior Vice President of Client Technology & Product Development at Quad. “By tapping Snowflake’s AI expertise for natural language prompts, we’re introducing a new level of innovation to our audience targeting process. In the increasingly complex world of marketing, we’re making it even easier, faster and more precise to gather insights, build audiences, and help our clients make meaningful connections with their customers, wherever they may be.”
The collaboration leverages Snowflake’s Cortex AI, part of its advanced data cloud platform, to interpret user prompts, parse stored audience attributes, and augment them with external demographic and contextual data. This automated intelligence eliminates barriers to sophisticated segmentation, significantly reducing the time required to build and refine audiences and empowering marketing teams to focus on strategy rather than data manipulation.
“Our collaboration with Quad is a testament to the power of AI to transform how marketers interact with their data,” said Erin Foxworthy, Global Head of Marketing & Advertising at Snowflake. “By combining natural language processing with the ease of use that the Snowflake platform provides, we’re making it possible for brands to unlock sophisticated insights and act on them with speed and precision.”
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Quad’s Audience Builder was originally developed to help media strategists and analysts design higher-performing audience profiles through transparent, data-backed insights that bypass traditional data silos. The platform draws from Quad’s proprietary household-level database that reaches 92% of U.S. households and 97% of the adult population, providing a resilient and stable data foundation that outperforms transient digital identifiers such as emails or IP addresses.
With the integration of Cortex AI’s conversational interface, Audience Builder is now faster, more intuitive, and more precise enabling advertisers to activate personalized, omnichannel campaigns with greater agility and accuracy across Quad’s integrated marketing ecosystem.
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