Quad/Graphics Inc. is giving audience segmentation a conversational upgrade. The marketing experience company today announced the rollout of natural language prompting within its proprietary Audience Builder platform—powered by Snowflake’s Cortex AI—allowing marketers to create precise audience segments simply by typing conversational commands.

For an industry long reliant on data specialists and SQL queries, the shift is significant. Instead of writing complex queries, users can now ask questions like, “Build an audience of competitive bike riders in South Carolina,” and Audience Builder translates the request into an actionable dataset in seconds.

The integration with Snowflake’s Cortex AI enables Quad to tap into billions of household-level data points covering 92% of U.S. households and nearly 97% of the adult population. By using Snowflake’s natural language processing capabilities, Quad’s system can interpret prompts, analyze stored audience attributes, and enrich them with third-party demographic data—dramatically reducing the time and technical skill needed to design targeted campaigns.

“By tapping Snowflake’s AI expertise for natural language prompts, we’re introducing a new level of innovation to our audience targeting process,” said George Forge, Senior Vice President of Client Technology & Product Development at Quad. “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.”

Snowflake sees this as part of a larger trend in marketing AI. “Our collaboration with Quad is a testament to how AI can 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 of the Snowflake platform, we’re helping brands unlock sophisticated insights and act on them with speed and precision.”

Quad originally developed Audience Builder to give advertisers a more transparent and efficient way to reach relevant audiences—especially as walled gardens like Google and Meta restrict data access. By leveraging household-based data, rather than volatile identifiers like email or IP addresses, Quad claims to provide a more stable, long-term foundation for cross-channel marketing.

The new AI prompt feature is another sign of how AI-driven audience design is becoming a competitive differentiator in marketing technology. While traditional segmentation tools depend on analysts and rigid taxonomies, Quad’s conversational approach lowers the technical barrier and allows marketers to focus on creative strategy rather than data mechanics.

In a landscape where privacy rules, cookie deprecation, and walled gardens have complicated data-driven marketing, Quad’s blend of AI-powered simplicity and household-level precision could help marketers regain some control over their targeting destiny.

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