1. A method comprising: initiating a collaboration session from a presenter device operated by a presenter participant, the collaboration session including a data or video conference to be shared by the presenter device to one or more attendee devices operated by attendee participants; detecting the content of the data or video conference to be shared; analyzing the content to identify key words descriptive of subject matter of the data or video conference; selecting an available profile from a plurality of overall profiles based on the identified key words by searching a portion of the overall profiles based on the key words, the portion of the overall profiles searched limited based on a hierarchy structure of the plurality of overall profiles and a presenter profile corresponding to the presenter participant that indicates a relation to the hierarchy structure; and inviting an available attendee participant to the collaboration session by the presenter participant so that the available attendee participant can view the data or video conference and communicate with participants of the collaborative session, wherein the available attendee participant corresponds to the available profile.