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From virtual to reality: This Houston extended reality CEO weighs in on energy transition applications

Houston Energy Transition Initiative
Jun 25, 2024, 8:40 am
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The View From HETI

Founded in 2023, MadXR is a Houston-based Extended Reality startup. The innovative company specializes in safety training experiences for the energy sector and beyond. From pre-built virtual reality training modules to custom developed, end-to-end XR solutions, MadXR creates interactive, lifelike virtual reality and augmented reality experiences that allow trainees to practice safety procedures in a controlled environment.

Houston Energy Transition Initiative recently connected with Miranda Palmisano, CEO of MadXR, to discuss the applications and benefits of XR—and how it can help energy companies reduce HSE risk and carbon intensity like never before.

HETI: You were at Chevron for nearly 10 years before MadXR. How did your experiences at Chevron shape your approach to starting and running your own company?

Miranda Palmisano: Prior to founding MadXR, I held many different roles at Chevron across upstream and downstream. As the Connected Worker Product Manager, I drove digital acceleration for our global field and maintenance teams in refineries, terminals, and manufacturing sites, elevating efficiency and safety. During that time, I began exploring the value case of VR across Chevron.

I formed the Extended Reality Team and shortly became the Extended Reality Product Manager. Our team began using VR to conduct safety training within a virtual environment. It allowed us to train Chevron’s workforce safer and more efficiently by providing hands-on experience without the risk of real-world errors.

HETI: What inspired you to start your own company?

MP: Extended reality is an exciting new technology, and I quickly discovered the growing need for flexible, cost-effective XR content development in relation to life-saving-action training, such as confined-space entry, lockout/tagout procedures, and working from heights. I believe that affordable and high-quality XR experiences should be accessible to all companies, regardless of budget. That’s why MadXR has transparent pricing options that range from pre-built VR training modules to turnkey teams—and we empower our customers to take full ownership of their content and assets.

HETI: How has being based in Houston helped MadXR?

MP: The network in Houston is unmatched. In the energy capital of the world, it’s much easier to access the companies we’re targeting and hire the talent we need to grow. Innovation hubs like Houston’s Ion District have given us the resources and opportunities to connect with a vast number of forward-thinking businesses.

HETI: Do you believe XR will be instrumental in helping companies reach low carbon or net zero goals?

MP: XR is poised to revolutionize the energy industry, offering unprecedented opportunities for efficiency, engagement, and environmental sustainability. Imagine donning a headset and virtually navigating a facility halfway across the globe in real-time, or preparing your entire team with comprehensive virtual training before they physically enter a site. These scenarios highlight XR’s potential to enhance operational efficiency and employee engagement significantly. Beyond the immediate benefits, XR also plays a crucial role in reducing carbon emissions by eliminating the need for unnecessary travel. This technology isn’t just about improving current processes; it’s about reimagining the future of energy industry operations in a more sustainable, efficient, and engaging way.

HETI: MadXR will be celebrating its first anniversary in April. Can you tell us more about your vision for the future and what you’re focused on in 2024?

MP: In 2023, we were focused on ramping up and generating awareness. This year, we’re dedicated to expanding our reach and impact. We plan to incorporate AI into our learning modules and XR development to make them even more informational and interactive.

While our primary focus is on energy, we’re exploring how we can extend XR training to other industries, including automotive, healthcare, and pharmaceuticals.

———

This article originally ran on the Greater Houston Partnership's Houston Energy Transition Initiative blog. HETI exists to support Houston's future as an energy leader. For more information about the Houston Energy Transition Initiative, EnergyCapitalHTX's presenting sponsor, visit htxenergytransition.org.

To learn more about MadXR’s mission and XR training modules, visit MadXR.

energy sectorextended reality startupmadxrhouston energy transition initiativehetithe view from hetimiranda palmisano

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US awards $3B for EV battery production in Texas, other states

The grants will fund a total of 25 projects in 14 states, including Texas. Photo via Getty Images

The Biden administration is awarding over $3 billion to U.S. companies to boost domestic production of advanced batteries and other materials used for electric vehicles, part of a continuing push to reduce China’s global dominance in battery production for EVs and other electronics.

The grants will fund a total of 25 projects in 14 states, including Texas, as well as Ohio, South Carolina, Michigan, North Carolina, and Louisiana.

The grants announced Friday mark the second round of EV battery funding under the bipartisan infrastructure law approved in 2021. An earlier round allocated $1.8 billion for 14 projects that are ongoing. The totals are down from amounts officials announced in October 2022 and reflect a number of projects that were withdrawn or rejected by U.S. officials during sometimes lengthy negotiations.

The money is part of a larger effort by President Joe Biden and Vice President Kamala Harris to boost production and sales of electric vehicles as a key element of their strategy to slow climate change and build up U.S. manufacturing. Companies receiving awards process lithium, graphite or other battery materials, or manufacture components used in EV batteries.

“Today’s awards move us closer to achieving the administration’s goal of building an end-to-end supply chain for batteries and critical minerals here in America, from mining to processing to manufacturing and recycling, which is vital to reduce China’s dominance of this critical sector,'' White House economic adviser Lael Brainard said.

The Biden-Harris administration is "committed to making batteries in the United States that are going to be vital for powering our grid, our homes and businesses and America’s iconic auto industry,'' Brainard told reporters Thursday during a White House call.

The awards announced Friday bring to nearly $35 billion total U.S. investments to bolster domestic critical minerals and battery supply chains, Brainard said, citing projects from major lithium mines in Nevada and North Carolina to battery factories in Michigan and Ohio to production of rare earth elements and magnets in California and Texas.

“We’re using every tool at our disposal, from grants and loans to allocated tax credits,'' she said, adding that the administration's approach has leveraged more $100 billion in private sector investment since Biden took office.

In recent years, China has cornered the market for processing and refining key minerals such as lithium, rare earth elements and gallium, and also has dominated battery production, leaving the U.S. and its allies and partners "vulnerable,'' Brainard said.

The U.S. has responded by taking what she called “tough, targeted measures to enforce against unfair actions by China.” Just last week, officials finalized higher tariffs on Chinese imports of critical minerals such as graphite used in EV and grid-storage batteries. The administration also has acted under the 2022 climate law to incentivize domestic sourcing for EVs sold in the U.S. and placed restrictions on products from China and other adversaries labeled by the U.S. as foreign entities of concern.

"We're committed to making batteries in the United States of America,'' Energy Secretary Jennifer Granholm said.

If finalized, awards announced Friday will support 25 projects with 8,000 construction jobs and over 4,000 permanent jobs, officials said. Companies will be required to match grants on a 50-50 basis, with a minimum $50 million investment, the Energy Department said.

While federal funding may not be make-or-break for some projects, the infusion of cash from the infrastructure and climate laws has dramatically transformed the U.S. battery manufacturing sector in the past few years, said Matthew McDowell, associate professor of engineering at Georgia Institute of Technology.

McDowell said he is excited about the next generation of batteries for clean energy storage, including solid state batteries, which could potentially hold more energy than lithium ion.

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