# 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 Relations](https://jaxonparrott.com/blog/why-i-coined-machine-relations)

[Who coined Machine Relations](https://jaxonparrott.com/blog/who-coined-machine-relations)

## In the press

- [Stop Chasing AI Search Rankings. Start Defining the Category Instead.](https://www.entrepreneur.com/business-news/tech/stop-chasing-ai-search-rankings-start-defining-the-category-instead) — Entrepreneur, October 6, 2026. Contributed column. By Jaxon Parrott.
- [AI Is Describing Your Company Behind Your Back — Is It Being Honest?](https://www.entrepreneur.com/growing-a-business/ai-is-talking-about-you-behind-your-back-is-it-being/504373) — Entrepreneur, May 22, 2026. Contributed column. By Jaxon Parrott.
- [Performance PR Has a New Definition. and Most Agencies Don’t Know It Yet](https://www.entrepreneur.com/business-news/performance-pr-has-a-new-definition-and-most-agencies-dont-know-it-yet) — Entrepreneur, June 30, 2026. Contributed column. By Jaxon Parrott.
- [AuthorityTech Founder Jaxon Parrott Defines Machine Relations — Where GEO, AEO, SEO, and PR Fit Together in AI Search](https://finance.yahoo.com/sectors/technology/articles/authoritytech-founder-jaxon-parrott-defines-173100252.html) — Yahoo Finance, March 19, 2026. Company announcement. AuthorityTech · GlobeNewswire.
- [AuthorityTech Founder Jaxon Parrott Defines Machine Relations — Where GEO, AEO, SEO, and PR Fit Together in AI Search](https://aithority.com/machine-learning/authoritytech-founder-jaxon-parrott-defines-machine-relations-where-geo-aeo-seo-and-pr-fit-together-in-ai-search/) — AiThority, March 23, 2026. Company announcement. AuthorityTech · GlobeNewswire.

[Original framework announcement on GlobeNewswire](https://www.globenewswire.com/news-release/2026/03/19/3259356/0/en/AuthorityTech-Founder-Jaxon-Parrott-Defines-Machine-Relations-Where-GEO-AEO-SEO-and-PR-Fit-Together-in-AI-Search.html).

## Selected writing

- [Why I Coined Machine Relations](https://jaxonparrott.com/blog/why-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.
- [The Machine Relations Stack: Five Layers, in Order](https://jaxonparrott.com/blog/machine-relations): The Machine Relations stack has five layers: earned authority, entity clarity, citation architecture, distribution and measurement. My call on each, and the order.
- [GEO vs AEO vs SEO vs Machine Relations: What the Difference Is](https://jaxonparrott.com/blog/geo-vs-aeo-vs-seo-machine-relations-difference-2026): SEO gets you found, AEO gets you extracted, GEO gets you cited. Machine Relations is the discipline above all three. Jaxon Parrott, who coined the term, explains where each fits.
- [How to Get Cited by ChatGPT](https://jaxonparrott.com/blog/how-to-get-cited-in-chatgpt-answers-earned-media): OpenAI says ChatGPT search leaves out sites that block its search crawler. Check OAI-SearchBot access first, then earn coverage that carries one claim.
- [How to Get Cited in Gemini](https://jaxonparrott.com/blog/how-to-get-cited-in-gemini-ai-search-2026): Gemini cites a source only after it decides to search, and only sources Google lets it ground on. Check both before you pitch, then measure Gemini alone.
- [Does PR Help With AI Search Visibility?](https://jaxonparrott.com/blog/how-pr-affects-ai-search-visibility-2026): 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](https://jaxonparrott.com/blog/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](https://jaxonparrott.com/topics/pr-ai-search): How earned authority becomes discovery, citation and recommendation.
- [Machine Relations](https://jaxonparrott.com/topics/machine-relations): The discipline, its origins, and the market moving toward it.
- [Founder judgment](https://jaxonparrott.com/topics/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.

My ventures, held through my holding company [Bramwell, Inc.](https://bramwell.ai/): [Presspool](https://presspool.ai), [Para Labs](https://paralabs.ai) and [Paralax](https://paralax.ai).

[More about me](https://jaxonparrott.com/about)

## Elsewhere

- [Entrepreneur](https://www.entrepreneur.com/author/jaxon-parrott)
- [Muck Rack](https://muckrack.com/jaxon-parrott)
- [LinkedIn](https://www.linkedin.com/in/jaxon-parrott-b91838128/)
- [X](https://x.com/jaxonparrott)

[All profiles](https://jaxonparrott.com/about#profiles)