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 renewables developer and Google agree to second solar collaboration

power purchase

EnergyRe, a developer of large-scale renewable energy projects with headquarters in Houston and New York, has signed a renewable energy agreement that will allow Google to invest in and purchase renewable energy credits (RECs) from its projects under development in South Carolina.

Google will be able to pull from energyRe’s portfolio of more than 600 megawatts of new solar and solar storage projects in the state.

The agreement marks the second partnership between the companies. Last year, energyRe and Google signed a 12-year power purchase agreement in which Google would purchase renewable energy from a 435-megawatt solar project. EnergyRe would supply electricity and RECs generated from the solar project to Google to power the equivalent of more than 56,000 homes.

"Strengthening the grid by deploying more reliable and clean energy is crucial for supporting the digital infrastructure that businesses and individuals depend on," Amanda Peterson Corio, head of data center energy at Google, said in a news release. "Our collaboration with energyRe will help power our data centers and the broader economic growth of South Carolina."

EnergyRe's work includes developing high-voltage transmission, onshore and offshore wind, large-scale solar, distributed generation and storage assets in markets around the United States. Its national onshore utility-scale portfolio includes 1,520 megawatts of contracted solar assets and 398 megawatt-hours of contracted battery storage assets.

"This agreement is a milestone in energyRe's mission to develop innovative and impactful clean energy solutions for the future," Miguel Prado, CEO of energyRe, added in the news release."We're honored to partner with Google to help advance their ambitious sustainability and decarbonization objectives while delivering dependable, locally sourced clean energy to meet growing energy demands."

Google aims to achieve net-zero carbon emissions across its operations and value chain by 2030.

Engie partners on major Texas, California battery storage portfolio

power partners

Houston’s Engie North America has partnered with New York-based CBRE Investment Management on a 2.4-gigawatt portfolio of battery storage assets in Texas and California.

The portfolio consists of 31 projects operating in the Electric Reliability Council of Texas (ERCOT) and California Independent System Operator (CAISO) territories. According to a company statement, the transaction represents one of Engie’s largest operating portfolio partnerships in the U.S.

“We are delighted that ENGIE and CBRE IM are partnering in this industry-leading transaction, supporting 2.4 GW of storage that will support the growing demand for power in Texas and California,” Dave Carroll, Chief Renewables Officer and SVP, ENGIE North America, said in the news release.

The deal is also one of the sector’s largest sales completed to date. Engie will retain a controlling share in the portfolio and will continue to operate and manage the assets.

“The scale of this portfolio reflects ENGIE’s commitments to meeting the energy needs of the U.S. and increasing the resilience of the ERCOT and CAISO grids,” Carroll added in the news release. “CBRE IM’s investment reflects their confidence in ENGIE’s proven track record in developing, building, operating and financing renewable assets, both in North America and globally.”

In North America, ENGIE currently has more than 11 gigawatts of renewable production and battery storage in operation or construction. Last year, Engie added 4.2 gigawatts of renewable energy capacity worldwide, bringing the total capacity to 46 gigawatts as of December 31. It also recently made a preliminary deal to supply wind power to a Cipher Mining data center in Texas.

As of March 31, 2025, CBRE IM had $149.1 billion in assets under management and operated in 20 countries.

“We are excited to partner with ENGIE on this high-quality, scaled battery storage portfolio with a strong operating track record,” Robert Shaw, managing director, private infrastructure strategies at CBRE Investment Management, said in the release.

Houston researchers make breakthrough on electricity-generating bacteria

new findings

New research from Rice University that merges biology with electrochemistry has uncovered new findings on how some bacteria generate electricity.

Led by Caroline Ajo-Franklin, a Rice professor of biosciences and the director of the Rice Synthetic Biology Institute, the team published its findings in the journal Cell in April. The report showed how some bacteria use compounds called naphthoquinones, rather than oxygen, to transfer electrons to external surfaces in a process known as extracellular respiration. In other words, the bacteria are exhale electricity as they breathe.

This process has been observed by scientists for years, but the Rice team's deeper understanding of its mechanism is a major breakthrough, with implications for the clean energy and industrial biotechnology sectors, according to the university.

“Our research not only solves a long-standing scientific mystery, but it also points to a new and potentially widespread survival strategy in nature,” Ajo-Franklin, said in a news release.

The Rice team worked with the University of California, San Diego's Palsson lab to simulate bacterial growth using advanced computer modeling. The simulations modeled oxygen-deprived environments that were rich in conductive surfaces, and found that bacteria could sustain themselves without oxygen. Next, they confirmed that the bacteria continued to grow and generate electricity when placed on conductive materials.

The team reports that the findings "lay the groundwork for future technologies that harness the unique capabilities" of these bacteria with "far-reaching practical implications." The team says the findings could lead to significant improvements in wastewater treatment and biomanufacturing. They could also allow for better bioelectronic sensors in oxygen-deprived environments, including deep-sea vents, the human gut and in deep space.

“Our work lays the foundation for harnessing carbon dioxide through renewable electricity, where bacteria function similarly to plants with sunlight in photosynthesis,” Ajo-Franklin added in the release. “It opens the door to building smarter, more sustainable technologies with biology at the core.”

View All Listings

ENERGYCAPITALHTX EMAILS ARE AWESOME