Jaxon Parrott
Founder of AuthorityTech. Creator of Machine Relations.
From earned media to Machine Relations
I founded AuthorityTech in 2018. Working in earned media showed me how much a company’s reputation depends on what other people say about it. AI search gives that work another consequence: coverage, public records, reviews and a company’s own content become sources for the systems people ask for recommendations.
The discipline I named
In 2024, I coined Machine Relations: the discipline of earning AI citations and recommendations for a brand by making it legible, retrievable and credible inside AI-driven discovery. The framework connects earned authority, entity clarity, citation architecture, distribution and measurement. It gives communications and AI visibility a shared direction.
What I build and write
I am the founder and CEO of AuthorityTech, where the discipline is put into practice. I also founded Machine Relations Research, the home of the framework and its evolving evidence. I built the operating system that supports my work. I contribute to Entrepreneur and write here about PR, AI discovery, category creation and founder judgment.
How to read this site
These essays contain my positions and interpretations. Research claims link to their sources; observations carry the scope that gives them meaning. When evidence changes the argument, the existing article is updated. The original publication date and substantive update date remain visible.