ADVERTISEABOUT USSUBMIT A STORYSUBSCRIBETERMS OF USEPRIVACY POLICY
Visit our family of Brands

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

Q&A

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.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

Houston industrial decarbonization-focused PE firm scores $725M to launch new business unit

this just in

Houston-based Ara Partners, a private equity firm that focuses on industrial decarbonization investments, is receiving up to $725 million from a Tennessee-based family office to launch an energy decarbonization unit.

HF Capital, the Knoxville, Tennessee-based investment arm of the Haslam family, made the multimillion-dollar commitment to set up Ara Energy Decarbonization. The new business will work toward reducing carbon emissions at ethanol plants, natural gas power plants, and other traditional energy assets.

The Haslam family founded Pilot Co., North America’s largest transportation fuel business and chain of travel centers. Shameek Konar, former CEO of Pilot, has been tapped to lead Ara Energy Decarbonization.

“It is an uncomfortable truth that highly pollutive energy sources are going to play an essential role in delivering an energy transition over the next several decades,” Charles Cherington, co-founder and managing partner of Ara, says in a news release. “We can ignore these staggering carbon emissions, or we can apply our proven methods and financing expertise to decarbonize the conventional energy value chain.”

The energy sector accounts for more than 75 percent of global greenhouse gas emissions.

“The world’s energy demands are increasing and complex, and renewable power needs time and support for it to fulfill rising global energy demand. Ara’s … skillset, portfolio network, and decarbonization management knowledge [are] perfectly positioned to attack the carbon-intensive energy sector,” Konar says.

Ara Partners closed its third private equity fund in December 2023 with over $2.8 billion in new commitments. As of June 30, 2024, Ara Partners had about $6.3 billion of assets under management.

Houston researchers earn NSF backing, global clean energy solutions provider expands, and more trending news

top stories

Editor's note: From UH researchers securing NSF funding to the U.S. doling out EV grants, these are the top headlines that resonated with EnergyCapital readers on social media and daily newsletter this week.

Houston scientists land $1M NSF funding for AI-powered clean energy project

University of Houston professor Xiaonan Shan and the rest of his research team are celebrating fresh funding from a federal grant. Photo via UH.edu

A team of scientists from the University of Houston, in collaboration with Howard University in Washington D.C., has received a $1 million award from the National Science Foundation for a project that aims to automate the discovery of new clean-energy catalysts.

The project, dubbed "Multidisciplinary High-Performance Computing and Artificial Intelligence Enabled Catalyst Design for Micro-Plasma Technologies in Clean Energy Transition," aims to use machine learning and AI to improve the efficiency of catalysts in hydrogen generation, carbon capture and energy storage, according to UH.

“This research directly contributes to these global challenges,” Jiefu Chen, the principal investigator of the project and associate professor of electrical and computer engineering, said in a statement. “This interdisciplinary effort ensures comprehensive and innovative solutions to complex problems.” Continue reading.

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. Continue reading.

Podcast: Houston energy tech leader on breaking down industry silos, sustainable digitization

Ken Nguyen, principal technical program manager at bp, joins the Houston Innovators Podcast to discuss the company's new partnership with NASA. Photo courtesy of bp

Ken Nguyen oversees the implementation of new technologies at bp, which has its United States headquarters in Houston, and that includes software and hardtech, from cybersecurity to the digitization of the industry, which is an integral part of bp's energy transition plan.

"For bp, we do feel like as we transition as an international oil and gas company into an integrated energy company and we lean into the energy transition, the adoption of new technology is a critical part of making that viable for the planet and for the company," he says on the Houston Innovators Podcast.

According to Nguyen, principal technical program manager at bp, the company has invested its resources into exploring energy transition technologies like electric vehicle charging — including opening a fast-charging station at its Houston office — and renewable energy, including a solar farm about 10 miles northeast of Corpus Christi. Continue reading.

Global clean energy solutions provider expands in US with Houston-area location

The move expands Sineng Electric's presence in the U.S. clean energy sector. Photo courtesy of Sineng

Solar and energy storage solutions company Sineng Electric has expanded its U.S operations by officially opening its North America Service Center in Katy, Texas. The move is meant to help expand its presence in the U.S. clean energy sector.

The Fulshear facility will function as a “one-stop service hub” that will encompass office space, a technical support center, and warehouse. The space will also have opportunities for collaborative project planning, operations and maintenance (O&M) training, and real-time technical support.

"With its abundant solar resources, robust energy infrastructure, and spirit of innovation, Texas - particularly the Houston area - is poised to lead America's renewable energy revolution,” Fulshear Mayor Don McCoy says in a news release. Continue reading.

Houston-based renewable energy developer to power Google with Texas solar project

The Texas solar project is expected to go online in 2026. Photo via elawan.com

A Spanish renewable power company with its United States headquarters in Houston has struck a corporate power purchase agreement with Google.

Elawan Energy, announced that it will supply renewable energy to Google under a PPA for the energy generated by a 37 megawatts defined conditions solar project located in the Texas Hill Country.

The PPA deal was facilitated through LEAP (LevelTen Energy’s Accelerated Process), which was co-developed by Google and LevelTen Energy. The goal is to source and execute clean energy PPAs more efficiently. All of this will contribute to Google’s 2030 goal to run on 24/7 carbon-free energy on every grid where it operates.Continue reading.

Houston energy company focused on decarbonization raises $53M series C

money moves

Houston-based Utility Global, a maker of decarbonization-focused gas production technology, has raised $53 million in an ongoing series C round.

Among the participants in the round are Canada’s Ontario Power Generation Pension Plan, the XCarb Innovation Fund operated by Luxembourg-based steel company ArcelorMittal, Houston-based investment firm Ara Partners, and Saudi Aramco’s investment arm.

Also, Utility Global and ArcelorMittal have agreed to develop at least one decarbonization facility at an ArcelorMittal steel plant.

The latest infusion of cash will support the rollout of Utility Global’s eXERO technology, including establishment of the company’s first commercial facilities in 2026.

“With the successful completion of its demonstration program at a commercial steel facility resulting in the first hydrogen ever produced from blast furnace off-gasses in a single reactor, the company has shifted to commercial deployments,” Utility Global says in a news release.

Utility Global’s technology enables reduction of greenhouse gas emissions along with generation of low-carbon fuels and chemicals.

“Our eXERO solution is the first of its kind to convert process gasses into clean hydrogen in a single reactor, onsite, in a cost-effective manner that extends the life of existing customer assets and processes while providing significant emissions reductions,” says Claus Nussgruber, CEO of Utility Global.

View All Listings