• by Ray Schultz , Columnist, October 13, 2025

Quad/Graphics Inc. is rolling out new capabilities based on the premise that households are more reliable data sources than phone numbers, email addresses, IP addresses and other identifiers.

The new natural-language feature is powered by Snowflake’s Cortex AI platform, according to an announcement by the company. It helps users create audience segments with simple conversational commands and complex queries. 

Quad’s Audience Builder help clients reach more relevant audiences by identifying consumers who are more likely to engage with advertiser messaging and to break through walled gardens.

In addition, the company states that its data stack reaches 92% of all U.S. households and 97% of the adult population.

Erin Foxworthy, global head of marketing & advertising, Snowflake, says the collaboration shows how AI can "transform how marketers interact with their data.”