The next time you recommend a product or service to someone in conversation on Reddit, it might turn into an advertisement for the company. A new feature announced by the social media site at the Cannes Lions International Festival of Creativity will allow brands to take positive comments posted on Reddit and display them right under advertisements on the platform.

Companies want to know what Reddit users think about their brands. Reddit Community Intelligence will deliver those insights and more.

Reddit launched two new AI-powered advertising features on Monday aimed at helping brands drive greater engagement by tapping user conversations on the platform, the company said.