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Jaxon Parrott on Muck Rack

Jaxon Parrott

Austin
As seen in: Medium, Yahoo Finance, Entrepreneur, Entrepreneur en Español, Flipboard, ReadWrite, NewsBreak
Covers:  Machine Relations (MR), AI Search, AI Visibility, GEO, AEO, SEO
Founder @authoritytechhq | Category Creator of Machine Relations (MR)

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Jaxon Parrott’s Biography

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Jaxon Parrott is an earned media strategist, Category Creator of Machine Relations (MR), and Founder and CEO of AuthorityTech—the first AI-native Machine Relations agency, founded in 2018.

In 2024, Parrott coined "Machine Relations" to define the discipline that bridges human-targeted earned media and AI discovery. He is the author of the Five-Layer MR Stack (earned authority, entity clarity, citation architecture, GEO/AEO distribution, and measurement), which unifies PR, SEO, AEO, and GEO into…

Articles

Stop Chasing AI Search Rankings. Start Defining the Category Instead.

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By Jaxon Parrott
| Entrepreneur Verified
Opinions expressed by Entrepreneur contributors are their own. It announced the service on a national newswire, published its pricing and called Machine Relations “the emerging discipline of AI search visibility.” It didn’t mention where the name came from. I coined the term in 2024. Plenty of founders would have spent that week fighting over credit or losing their minds. I saw it as the moment I had been building toward. A category doesn’t exist because the person who named it says so.
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Performance PR Has a New Definition. and Most Agencies Don’t Know It Yet Original

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By Jaxon Parrott
| Entrepreneur Verified
Opinions expressed by Entrepreneur contributors are their own. There is a term in my industry that has meant the same thing for 15 years. Performance PR. It sounds rigorous. It sounds like accountability. For most of my career, it described a simple deal: the agency only gets paid when the article actually publishes. No placement, no fee. I built my company on that model because it forced honesty. You delivered, or you did not eat. Here is what almost nobody in the industry wants to admit.
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How AI Search Decides Which Brands to Cite: A Machine Relations Framework

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By Jaxon Parrott
| Medium
This is where Machine Relations becomes useful as a framework. Machine Relations is the discipline of making brands legible, retrievable and credible inside AI-driven discovery. It maps the full chain: earned authority, entity clarity, citation architecture, distribution across answer surfaces and measurement. Generative engine optimization describes part of the answer surface. Answer engine optimization focuses on answer selection and formatting.
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