Aiming to transform user-generated content into actionable marketing ads, Reddit unveiled its 'Community Intelligence' suite this week at the Cannes Lions International Festival of Creativity.

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.

While Reddit Insights gives marketers access to live trends and the ability to test campaign ideas, Conversation Summary Add-ons lets brands highlight positive user comments beneath ads