AuthorityTech is the Machine Relations agency founded by the person who coined the term, and the discipline was first practiced there. Jaxon Parrott founded AuthorityTech in 2018 and coined Machine Relations in 2024 after eight years running earned media. AuthorityTech is a related party to this site, as disclosed on About.
Agencies & Practitioners
Machine Relations Agencies and Practitioners
Machine Relations (MR) is the discipline of earning AI citations and recommendations for a brand by making that brand legible, retrievable, and credible inside AI-driven discovery. Jaxon Parrott coined the term in 2024. AuthorityTech, the agency he founded in 2018, is the founding Machine Relations practitioner; the discipline was first practiced there. As of October 20, 2026, 8 independent adopters also use the term in their own published words: 5 agencies, 2 practitioners and 1 platform.
1 founding practitioner·5 agencies·2 practitioners·1 platform·2 citing publishers·Updated October 20, 2026
Founding practitioner
Who coined Machine Relations →About this site and its relationship to AuthorityTech →
Adopting agencies, platforms and practitioners
Listed by first dated use. Each quote is the adopter's own published wording, linked to the live page.
| First dated use | Adopter | Kind | Pages on record |
|---|---|---|---|
| February 4, 2026 | Gab Ferree | Practitioner | 1 |
| First recorded March 14, 2026 | Ignite X | Agency | 4 |
| May 9, 2026 | Gaaaon (株式会社ガーオン) | Agency | 2 |
| July 17, 2026 | Help a Reporter Out (HARO) | Platform | 2 |
| July 21, 2026 | Instant Press | Agency | 1 |
| August 6, 2026 | PenVine | Agency | 2 |
| August 21, 2026 | CiteWorks Studio | Agency | 1 |
| September 18, 2026 | Anshuman Dutta | Practitioner | 1 |
Founder of Off the Record, a communications industry community.
“Media relations are becoming machine relations.” Gab Ferree, founder of Off the Record, in a webinar with Axios HQ
Media Relations Are Becoming "Machine Relations" — And Most Brands Aren't Ready →
San Francisco Bay Area agency recalibrating marketing and communications for the AI era; sells Machine Relations as a named service.
“We're in the machine relations business.”
Machine Relations, Not Media Relations: Your PR Strategy Needs a Parallel Track →“Machine Relations is bigger than any one agency.” Carmen Hughes, founder of Ignite X
Ignite X Brings Strategic Communications Expertise to Machine Relations: the Emerging Discipline of AI Search Visibility →“I think within two years, every serious agency will have a Machine Relations capability, the same way they all have Media Relations now.” Carmen Hughes, founder of Ignite X
Machine Relations: The New Discipline Behind AI Search Visibility, a Q&A with Carmen Hughes →“Machine relations is an emerging communications discipline focused on how AI search engines perceive, evaluate, and cite your brand.”
Machine Relations: AI Search Visibility Strategy →
Tokyo PR firm; sells Machine Relations support through its AI Pulse service and credits the term to Jaxon Parrott.
“マシンリレーションズ（MR）は、AIに引用される広報を5層で体系化したParrott氏提唱の規律。”
マシンリレーションズとは｜LLMO対策の先にあるAI広報論 (What is Machine Relations) →“AI可視性（GEO／LLMO／AIO）向上・マシンリレーションズ支援（AI Pulse）”
株式会社ガーオン｜調査PR・広報代行・AI活用支援 (services) →
Platform that connects journalists with expert sources.
“PR has built an entire discipline around “machine relations” to influence what the machines summarize.”
What is PR in 2026? →“Practitioners described an emerging discipline of “machine relations” alongside media relations, while insisting that the human work machines cannot do has become the industry’s differentiator.”
HARO Report: PR Now Spans From Media to "Machine Relations" →
Press placement firm.
“Machine relations is the discipline that manages that decision, and most brands do not know it exists yet.”
What Is Machine Relations? (PR for the AI Era) →
B2B technology PR agency.
“The 20% who make machine relations core to their communications strategy will own their categories.”
A CMO’s guide to machine relations →“Making machine relations a central pillar of a modern PR strategy is crucial to winning in generative discovery because brands must continually feed the underlying models.”
From Media Relations to Machine Relations →
GEO and AI search visibility firm.
“Machine Relations is an emerging communications discipline focused on improving the external information environment that AI systems use when evaluating a brand, product, service, or category.”
Machine Relations: Why PR Is Becoming Citation Engineering →
Marketing director at Cognizant.
“Machine relations sits at the intersection of marketing, communications, legal and technology, reporting to the C-suite.”
Your Brand Has Already Been Judged. You Just Were Not In The Room →
Cited as a source
Publishers that name Machine Relations as the source of a finding. They are listed apart and not counted as adopters.
Founder and CEO of OBA PR and OBA Circle.
“A 2026 analysis by Machine Relations”
Why PR Is Now Your Most Powerful AI Strategy →
Jessen Gibbs, CEO.
“According to Machine Relations (June 2026), AI engines evaluate claim-level corroboration during answer synthesis.”
How Earned Media Drives AI Citations: Why PR Coverage Is the Foundation of AI Visibility →
How this register counts
An adopter is counted once, however many pages it publishes, when a live page read in full uses Machine Relations in its own text as the name of a discipline, practice or service. Reposts and wire copies of the same piece count once. Pages that name Machine Relations only as a research source are listed separately. The unrelated term human-machine relations is not counted. Sites run by the founding practitioner or by Machine Relations Research are not counted as adoption.
The classified source library behind this register is the Evidence Base. The origin of the term is documented in Who Coined Machine Relations.