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Why social search for B2B ecommerce is the new key to credibility and conversion
Published on February 10, 2026Reading time 10 minutes
Date & Time
Session time: 45 minutes
AI search is rewriting brand discovery, and it’s being increasingly shaped by social media. According to Profound research, as much as 15.3% of citations in Google AI Overviews come from social platforms. Community-generated conversations on Reddit, Wikipedia, and review sites like G2 have become some of the most-cited sources in AI answers, frequently outranking expert institutions and brand-owned content.
Translation? The content your social team (and community) post every day is already shaping what AI tells people about your brand, whether you’re tracking it or not.
Join Sprout Social’s Vice President, Revenue Marketing, Hailey Mcdonald, and Profound’s Founding Marketing Engineer, Nick Lafferty, for a practical 45-minute webinar on the biggest shifts shaping how people discover brands online. We’ll unpack how AI Search works, the terminology must-knows, and the growing role social plays in it all.
You’ll leave with tangible actions you can implement immediately. No SEO degree required.
This webinar will help you:
- Understand the fundamentals of AI Search
- Learn how social content and conversations are influencing results
- Identify practical ways to boost brand presence
Plus, our live Q/A with our panelists will help you answer any other questions you may have!
Presenters
Hailey McDonald
Hailey McDonald is Vice President of Revenue Marketing at Sprout Social, where she leads demand generation and serves as executive sponsor of AI transformation within Marketing — with SEO and AEO/GEO under her remit. She previously held senior marketing leadership roles at Marigold, Culture Amp, and Virgin Pulse.
Nader Nekvasil
Nader Nekvasil is a Senior SEO Strategist at Sprout Social, specializing in bridging the gap between traditional search and the rapidly evolving world of Answer Engine Optimization (AEO). Nader helps drive high-impact go-to-market strategies, conducts deep competitive organic market analysis, and optimizes Sprout's visibility across both AI-driven answer engines and traditional search platforms. Nader is passionate about helping brands capture attention wherever audiences are seeking solutions.
Nick Lafferty
Nick Lafferty is the Founding Marketing Engineer at Profound where he was the first marketing hire and pioneering how marketers can use AI Agents to do great work, faster. Prior to Profound, he led growth marketing at Loom through its $1B acquisition by Atlassian and has advised brands including Glean, Watershed, and AngelList.
Register for a free webinar
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