Entrepreneur
Contributed column
Stop Chasing AI Search Rankings. Start Defining the Category Instead.
The strategic case for defining the problem, the buying criteria and the measure of success.
Jaxon Parrott
Founder of AuthorityTech · Creator of Machine Relations
I coined Machine Relations to explain how brands earn trust in AI search.
PR built the practice of earning trust. AI search changes how that trust reaches people. This is where I write about the connection—and what to do with it.
Why I coined Machine RelationsIn the press
1 / 6Entrepreneur
Contributed column
AI Is Describing Your Company Behind Your Back — Is It Being Honest?
Why the way AI describes a company belongs in the founder’s view of reputation.
Entrepreneur
Contributed column
Performance PR Has a New Definition. and Most Agencies Don’t Know It Yet
A case for measuring what earned media does after the article goes live.
Entrepreneur
Contributed column
Public Relations Has Become Machine Relations — Most Founders Have No Idea What This Means
Why the shift from human attention to machine-mediated discovery changes the work of public relations.
Yahoo Finance
Company announcement
AuthorityTech Founder Jaxon Parrott Defines Machine Relations — Where GEO, AEO, SEO, and PR Fit Together in AI Search
The public announcement of Machine Relations: its origin, framework and relationship to GEO, AEO, SEO and PR.
AiThority
Company announcement
AuthorityTech Founder Jaxon Parrott Defines Machine Relations — Where GEO, AEO, SEO, and PR Fit Together in AI Search
AiThority’s republication of the Machine Relations framework announcement, distributed by GlobeNewswire.
Selected writing
All writingWhy I Coined Machine Relations
I coined Machine Relations in 2024 to connect earned authority with AI discovery. Why PR and search belong in one discipline, and what that changes for founders.
Does PR Help With AI Search Visibility?
PR can improve AI search visibility by creating credible third-party evidence. Here is how earned coverage connects to retrieval, citations and recommendations.
The Category Ownership Trap
Owning a category definition does not mean owning the buyer journey. How I connect Machine Relations to the questions people ask before they know its name.
Explore the work
PR & AI search
How earned authority becomes discovery, citation and recommendation.
Machine Relations
The discipline, its origins, and the market moving toward it.
Founder judgment
What to build, what to measure, and what the evidence should change.
The work behind the writing
I built AuthorityTech around results-based earned media. Working inside PR showed me a shift that its existing language did not describe: a placement could earn attention, but its influence increasingly depended on how machines understood and used it.
I named that discipline Machine Relations. AuthorityTech puts it into practice; Machine Relations Research develops the framework and evidence. Here, I write about earning authority, defining categories and the decisions that follow when machines help people choose whom to trust.
More about me