Quad/Graphics Inc. Leverages AI to Enhance Audience Targeting
1. Introduction of Natural Language AI Capabilities
On October 9, 2025, Quad/Graphics Inc. (NYSE: QUAD), a prominent player in the marketing experience sector, announced an innovative upgrade to its proprietary Audience Builder platform. This enhancement integrates natural language prompting capabilities, powered by Snowflake's Cortex AI platform, enabling marketers to generate sophisticated audience segments more easily and efficiently than ever before.
2. Streamlining Audience Creation
The latest feature allows Quad's clients to utilize simple conversational commands instead of complex queries, significantly accelerating the process of audience creation. By leveraging natural language processing, Quad aims to unlock its extensive data stack, which encompasses billions of household data points. This advancement not only enhances the speed of audience building but also eliminates the necessity for technical expertise, making sophisticated audience segmentation accessible to a broader range of users.
Insights from Leadership
George Forge, Senior Vice President of Client Technology & Product Development at Quad, emphasized the transformative potential of this innovation. “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,” Forge stated. He added that the introduction of natural language prompts represents a new level of innovation in audience targeting, making the process easier, faster, and more precise amid the complexities of modern marketing.
Erin Foxworthy, Global Head of Marketing & Advertising at Snowflake, echoed this sentiment, stating, “Our collaboration with Quad is a testament to the power of AI to transform how marketers interact with their data.” She highlighted that the combination of natural language processing with Snowflake's platform enhances the ability for brands to extract sophisticated insights and act on them with speed and precision.
3. Advanced Features of Audience Builder
Quad’s Audience Builder was developed to assist clients in reaching more relevant audiences by identifying consumers more likely to engage with advertising messages. The platform provides greater transparency regarding audience reach, which is increasingly vital in today's fragmented media landscape.
With the upgrade, media strategists, analysts, and planners can now uncover deeper consumer insights and create high-performing audience profiles that can be deployed across various channels. The intuitive, natural language AI chat prompts streamline the process, allowing users to create targeted audience segments with straightforward commands. For instance, a user could simply prompt, "Build an audience of competitive bike riders in South Carolina," significantly simplifying the audience-building process.
Households as Robust Data Sources
Quad’s data stack, which influences 92% of all U.S. households and nearly 97% of the adult U.S. population, leverages the inherent stability of household data. This approach is more reliable than traditional identifiers such as phone numbers or email addresses. Furthermore, the data reveals audience passions and interests, enhancing the personalization and engagement capabilities across the omnichannel marketing experience.
4. Commitment to Marketing Excellence
Quad’s Audience Builder tool is integrated into the company's comprehensive suite of marketing solutions, aimed at helping advertisers activate against the most optimal audiences. This commitment underlines Quad's mission to simplify the complexities of marketing and enhance clients' effectiveness through data-driven intelligence.
About Quad/Graphics Inc.
Quad (NYSE: QUAD) is a marketing experience company that facilitates direct consumer connections across various channels, including household, in-store, and online. The company offers a range of marketing and print services through its MX Solutions Suite, which integrates creative, production, and media solutions. Quad employs approximately 11,000 people across 11 countries, serving around 2,100 clients, including leading blue-chip companies across diverse sectors such as retail, financial services, and healthcare.
By leveraging state-of-the-art technology and data-driven intelligence, Quad continues to remove friction from the marketing journey, helping clients achieve cost efficiencies and improved marketing effectiveness.
For more information about Quad and its innovative marketing solutions, visit their website at quad.com.
