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

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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.

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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.

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Houston company wins contract to operate South Texas wind farm

wind deal

Houston-based Consolidated Asset Management Services (CAMS), which provides services for owners of energy infrastructure, has added the owner of a South Texas wind power project to its customer list.

The new customer, InfraRed Capital Partners, owns the 202-megawatt Mesteño Wind Project in the Rio Grande Valley. InfraRed bought the wind farm from Charlotte, North Carolina-based power provider Duke Energy in 2024. CAMS will provide asset management, remote operations, maintenance, compliance and IT services for the Mesteño project.

Mesteño began generating power in 2019. The wind farm is connected to the electric grid operated by the Energy Reliability Council of Texas (ERCOT).

With the addition of Mesteño, CAMS now manages wind energy projects with generation capacity of more than 2,500 megawatts.

Mesteño features one of the tallest wind turbine installations in the U.S., with towers reaching 590.5 feet. Located near Rio Grande City, the project produces enough clean energy to power about 60,000 average homes.

In June, CAMS was named to the Financial Times’ list of the 300 fastest-growing companies in North and South America. The company’s revenue grew more than 70 percent from 2020 to 2023.

Earlier this year, CAMS jumped into the super-hot data center sector with the rollout of services designed to help deliver reliable, cost-effective power to energy-hungry data centers. The initiative focuses on supplying renewable energy and natural gas.

Google's $40B investment in Texas data centers includes energy infrastructure

The future of data

Google is investing a huge chunk of money in Texas: According to a release, the company will invest $40 billion on cloud and artificial intelligence (AI) infrastructure, with the development of new data centers in Armstrong and Haskell counties.

The company announced its intentions at a meeting on November 14 attended by federal, state, and local leaders including Gov. Greg Abbott who called it "a Texas-sized investment."

Google will open two new data center campuses in Haskell County and a data center campus in Armstrong County.

Additionally, the first building at the company’s Red Oak campus in Ellis County is now operational. Google is continuing to invest in its existing Midlothian campus and Dallas cloud region, which are part of the company’s global network of 42 cloud regions that deliver high-performance, low-latency services that businesses and organizations use to build and scale their own AI-powered solutions.

Energy demands

Google is committed to responsibly growing its infrastructure by bringing new energy resources onto the grid, paying for costs associated with its operations, and supporting community energy efficiency initiatives.

One of the new Haskell data centers will be co-located with — or built directly alongside — a new solar and battery energy storage plant, creating the first industrial park to be developed through Google’s partnership with Intersect and TPG Rise Climate announced last year.

Google has contracted to add more than 6,200 megawatts (MW) of net new energy generation and capacity to the Texas electricity grid through power purchase agreements (PPAs) with energy developers such as AES Corporation, Enel North America, Intersect, Clearway, ENGIE, SB Energy, Ørsted, and X-Elio.

Water demands

Google’s three new facilities in Armstrong and Haskell counties will use air-cooling technology, limiting water use to site operations like kitchens. The company is also contributing $2.6 million to help Texas Water Trade create and enhance up to 1,000 acres of wetlands along the Trinity-San Jacinto Estuary. Google is also sponsoring a regenerative agriculture program with Indigo Ag in the Dallas-Fort Worth area and an irrigation efficiency project with N-Drip in the Texas High Plains.

In addition to the data centers, Google is committing $7 million in grants to support AI-related initiatives in healthcare, energy, and education across the state. This includes helping CareMessage enhance rural healthcare access; enabling the University of Texas at Austin and Texas Tech University to address energy challenges that will arise with AI, and expanding AI training for Texas educators and students through support to Houston City College.

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This article originally appeared on CultureMap.com.

Texas A&M's micro-nuclear reactor tops energy transition news to know

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Editor's note: The top energy transition news of November includes major energy initiatives from Texas universities and the creation of a new Carbon Measures coalition. Here are the most-read EnergyCapitalHTX stories from Nov. 1-15:

1. Micro-nuclear reactor to launch next year at Texas A&M innovation campus

Last Energy will build a 5-megawatt reactor at the Texas A&M-RELLIS campus. Photo courtesy Last Energy.

The Texas A&M University System and Last Energy plan to launch a micro-nuclear reactor pilot project next summer at the Texas A&M-RELLIS technology and innovation campus in Bryan. Washington, D.C.-based Last Energy will build a 5-megawatt reactor that’s a scaled-down version of its 20-megawatt reactor. The micro-reactor initially will aim to demonstrate safety and stability, and test the ability to generate electricity for the grid. Continue reading.

2. Baker Hughes to provide equipment for massive low-carbon ammonia plant

Baker Hughes will supply equipment for Blue Point Number One, a $4 billion low-carbon ammonia plant being developed in Louisiana. Photo courtesy Technip Energies.

Houston-based energy technology company Baker Hughes has been tapped to supply equipment for what will be the world’s largest low-carbon ammonia plant. French technology and engineering company Technip Energies will buy a steam turbine generator and compression equipment from Baker Hughes for Blue Point Number One, a $4 billion low-carbon ammonia plant being developed in Louisiana by a joint venture comprising CF Industries, JERA and Mitsui & Co. Technip was awarded a contract worth at least $1.1 billion to provide services for the Blue Point project. Continue reading.

3. Major Houston energy companies join new Carbon Measures coalition

The new Carbon Measures coalition will create a framework that eliminates double-counting of carbon pollution and attributes emissions to their sources. Photo via Getty Images.

Six companies with a large presence in the Houston area have joined a new coalition of companies pursuing a better way to track the carbon emissions of products they manufacture, purchase and finance. Houston-area members of the Carbon Measures coalition are Spring-based ExxonMobil; Air Liquide, whose U.S. headquarters is in Housto; Mitsubishi Heavy Industries, whose U.S. headquarters is in Houston; Honeywell, whose Performance Materials and Technologies business is based in Houston; BASF, whose global oilfield solutions business is based in Houston; and Linde, whose Linde Engineering Americas business is based in Houston. Continue reading.

4. Wind and solar supplied over a third of ERCOT power, report shows

A new report from the U.S. Energy Information Administration shows that wind and solar supplied more than 30 percent of ERCOT’s electricity in the first nine months of 2025. Photo via Unsplash.

Since 2023, wind and solar power have been the fastest-growing sources of electricity for the Electric Reliability Council of Texas (ERCOT) and increasingly are meeting stepped-up demand, according to a new report from the U.S. Energy Information Administration (EIA). The report says utility-scale solar generated 50 percent more electricity for ERCOT in the first nine months this year compared with the same period in 2024. Meanwhile, electricity generated by wind power rose 4 percent in the first nine months of this year versus the same period in 2024. Continue reading.

5. Rice University partners with Australian co. to boost mineral processing, battery innovation

Locksley Resources will provide antimony-rich feedstocks from a project in the Mojave Desert as part of a new partnership with Rice University that aims to develop scalable methods for extracting and utilizing antimony. Photo via locksleyresources.com.au.

Rice University and Australian mineral exploration company Locksley Resources have joined together in a research partnership to accelerate the development of antimony processing in the U.S. Antimony is a critical mineral used for defense systems, electronics and battery storage. Rice and Locksley will work together to develop scalable methods for extracting and utilizing antimony. Continue reading.

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