The way that consumers search and discover brands and information is undergoing significant shifts, with new tools and sources being used in addition to classic search engine results pages. Whether it is searches within commerce environments, social media, AI results in traditional search engines, or the myriad of new AI LLMs, brands need to think about how people find them and what information is surfaced. This paper, led by the future of search working group, provides a rundown on the growth of social search, where consumers are using social media for active discovery and not just algorithm driven content.