Quad Makes a Strategic Business Alliance with Google Cloud to Introduce Cutting-Edge AI-driven Marketing Solutions

Quad/Graphics, Inc., a global leader in marketing experiences, has officially made a strategic partnership with Google Cloud aimed at harnessing its cloud services to develop a powerful hub for data, creativity, and personalization. This collaboration seeks to provide advertisers and marketers with unparalleled accuracy, transparency, and cost-effectiveness in making direct connections with their customers, both online and offline.

By integrating Google Cloud’s advanced artificial intelligence (AI) capabilities and large language models (LLMs) into its proprietary data infrastructure, Quad is set to launch AI-driven solutions that empower brands to craft highly personalized content across various marketing channels at scale. This innovative offering will encompass a range of services, including image and content creation, layout design, and translation. It is particularly designed to tackle the complexities associated with managing extensive product catalogs and diverse audience segments while streamlining marketing efforts across global markets.

George Forge, Quad’s Senior Vice President of Client Technology and Product Development, expressed excitement about the partnership, stating, “We thrive on innovation and are eager to lead the charge in this transformative era of AI technology. Our collaboration with Google Cloud positions Quad to spearhead a significant shift in the marketing landscape. By merging our extensive data expertise with Google Cloud’s state-of-the-art AI capabilities, we’re not just enhancing targeting; we’re also rethinking how brands engage with their audiences using groundbreaking AI solutions that deliver results while maintaining their unique identities.”

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Michael Clark, President of North America at Google Cloud, added, “Our goal is to empower organizations to accelerate their digital transformation. We are thrilled to work alongside Quad to provide the infrastructure and AI tools that will usher in a new chapter of marketing transformation, focusing on creating more personalized and meaningful customer experiences.”

With decades of experience in understanding American households, Quad continuously refines its data stack, which now covers 92% of U.S. households and nearly 97% of the adult population. Over an 18-month period, it compiles over 3 billion validated data points. Households serve as stable data sources, revealing audience passions and interests based on the types of content individuals actively seek, thus enhancing personalization and engagement across various channels. Quad will leverage Google Cloud’s AI-powered data solutions to elevate its data-driven marketing strategies and uncover powerful insights.

Joshua Lowcock, President of Quad Media, stated, “Quad’s expertise in household understanding provides a robust identifier for audiences, bolstering our data ecosystem. By infusing AI technology into our data stack, we will enhance our precision in delivering creative solutions that connect our clients with their customers. This commitment to transparency will offer marketers improved visibility into their target audiences and the data driving their campaigns, leading to more efficient ad spending and better returns.”

Beyond the integration of Google Cloud’s solutions to enhance its data offerings, Quad will also utilize AI to streamline workflow optimization, content production, asset development, and scaled creative and media capabilities. This strategic move aims to bolster efficiency within Quad’s operations and systems. Presently, over 1,000 Quad team members are actively employing various AI solutions to accelerate market readiness while reducing costs and boosting performance. The company plans to roll out its new AI-driven offerings for clients in the fourth quarter of 2024.