Machine Relations (MR) is the discipline of earning AI engine citations and recommendations for a brand. PR convinced humans to cover you. MR convinces machines to cite and recommend you.

The term Machine Relations was coined by Jaxon Parrott in 2024. After eight years leading earned media campaigns for 20+ unicorn startups — and watching AI search engines replace traditional discovery — Parrott identified a fundamental shift: the audience for brand authority was no longer just human journalists. It was the machines that decide which brands get recommended.

He founded AuthorityTech as the first AI-native Machine Relations agency — built from the ground up for how LLMs, AI search engines, and recommendation algorithms discover, evaluate, and cite brands.