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

CenterPoint Energy names new COO as resiliency initiatives continue

new hire

CenterPoint Energy has named Jesus Soto Jr. as its new executive vice president and chief operating officer.

An energy industry veteran with deep ties to Texas, Soto will oversee the company's electric operations, gas operations, safety, supply chain, and customer care functions. The company says Soto will also focus on improving reliability and meeting the increased energy needs in the states CenterPoint serves.

"We are pleased to be able to welcome a leader of Jesus Soto's caliber to CenterPoint's executive team,” Jason Wells, CEO and president of CenterPoint, said in a news release. “We have one of the most dynamic growth stories in the industry, and over the next five years we will deliver over $31 billion of investments across our footprint as part of our capital plan. Jesus's deep understanding and background are the perfect match to help us deliver this incredible scope of work at-pace that will foster the economic development and growth demands in our key markets. He will also be instrumental in helping us continue to focus on improving safety and delivering better reliability for all the communities we are fortunate to serve.”

Soto comes to CenterPoint with over 30 years of experience in leading large teams and executing large scale capital projects. As a longtime Houstonian, he served in roles as executive vice president of Quanta Services and COO for Mears Group Inc. He also served in senior leadership roles at other utility and energy companies, including PG&E Corporation in Northern California and El Paso Corp. in Houston.

Soto has a bachelor's degree in civil engineering from the University of Texas at El Paso, and a master's degree in civil engineering from Texas A&M University. He has a second master's degree in business administration from the University of Phoenix.

“I'm excited to join CenterPoint's high-performing team,” Soto said in the news release. “It's a true privilege to be able to serve our 7 million customers in Texas, Indiana, Ohio and Minnesota. We have an incredible amount of capital work ahead of us to help meet the growing energy needs of our customers and communities, especially across Texas.”

Soto will join the company on Aug. 11 and report to Wells as CenterPoint continues on its Greater Houston Resiliency Initiative and Systemwide Resiliency Plan.

“To help realize our resiliency and growth goals, I look forward to helping our teams deliver this work safely while helping our customers experience better outcomes,” Soto added in the news release. “They expect, and deserve, no less.”

Oil markets on edge: Geopolitics, supply risks, and what comes next

guest column

Oil prices are once again riding the waves of geopolitics. Uncertainty remains a key factor shaping global energy trends.

As of June 25, 2025, U.S. gas prices were averaging around $3.22 per gallon, well below last summer’s levels and certainly not near any recent high. Meanwhile, Brent crude is trading near $68 per barrel, though analysts warn that renewed escalation especially involving Iran and the Strait of Hormuz could push prices above $90 or even $100. Trump’s recent comments that China may continue purchasing Iranian oil add yet another layer of geopolitical complexity.

So how should we think about the state of the oil market and what lies ahead over the next year?

That question was explored on the latest episode of The Energy Forum with experts Skip York and Abhi Rajendran, who both bring deep experience in analyzing global oil dynamics.

“About 20% of the world’s oil and LNG flows through the Strait of Hormuz,” said Skip. “When conflict looms, even the perception of disruption can move the market $5 a barrel or more.”

This is exactly what we saw recently: a market reacting not just to actual supply and demand, but to perceived risk. And that risk is compounding existing challenges, where global demand remains steady, but supply has been slow to respond.

Abhi noted that U.S. shale production has been flat so far this year, and that given the market’s volatility, it’s becoming harder to stay short on oil. In his view, a higher price floor may be taking hold, with longer-lasting upward pressure likely if current dynamics continue.

Meanwhile, OPEC+ is signaling supply increases, but actual delivery has underwhelmed. Add in record-breaking summer heat in the Middle East, pulling up seasonal demand, and it’s easy to see why both experts foresee a return to the $70–$80 range, even without a major shock.

Longer-term, structural changes in China’s energy mix are starting to reshape demand patterns globally. Diesel and gasoline may have peaked, while petrochemical feedstock growth continues.

Skip noted that China has chosen to expand mobility through “electrons, not molecules,” a reference to electric vehicles over conventional fuels. He pointed out that EVs now account for over 50% of monthly vehicle sales, a signal of a longer-term shift in China’s energy demand.

But geopolitical context matters as much as market math. In his recent policy brief, Jim Krane points out that Trump’s potential return to a “maximum pressure” campaign on Iran is no longer guaranteed strong support from Gulf allies.

Jim points out that Saudi and Emirati leaders are taking a more cautious approach this time, worried that another clash with Iran could deter investors and disrupt progress on Vision 2030. Past attacks and regional instability continue to shape their more restrained approach.

And Iran, for its part, has evolved. The “dark fleet” of sanctions-evasion tankers has expanded, and exports are booming up to 2 million barrels per day, mostly to China. Disruption won’t be as simple as targeting a single export terminal anymore, with infrastructure like the Jask terminal outside the Strait of Hormuz.

Where do we go from here?

Skip suggests we may see prices drift upward through 2026 as OPEC+ runs out of spare capacity and U.S. shale declines. Abhi is even more bullish, seeing potential for a quicker climb if demand strengthens and supply falters.

We’re entering a phase where geopolitical missteps, whether in Tehran, Beijing, or Washington, can have outsized impacts. Market fundamentals matter, but political risk is the wildcard that could rewrite the price deck overnight.

As these dynamics continue to evolve, one thing is clear: energy policy, diplomacy, and investment strategy must be strategically coordinated to manage risk and maintain market stability. The stakes for global markets are simply too high for misalignment.

------------

Scott Nyquist is a senior advisor at McKinsey & Company and vice chairman, Houston Energy Transition Initiative of the Greater Houston Partnership. The views expressed herein are Nyquist's own and not those of McKinsey & Company or of the Greater Houston Partnership. This article originally appeared on LinkedIn.

New forecast shows impact of 'Big Beautiful Bill' on Texas clean energy generation

energy forecast

Texas is expected to see a 77-gigawatt decrease in power generation capacity within the next 10 years under the federal "One Big Beautiful Bill Act," which President Trump recently signed into law, a new forecast shows.

Primarily due to the act’s repeal of some clean energy tax credits, a forecast, published by energy policy research organization Energy Innovation Policy & Technology, predicts that Texas is expected to experience a:

54-gigawatt decline in capacity from solar power by 2035
23-gigawatt decline in capacity from wind power by 2035
3.1-gigawatt decline in capacity from battery-stored power by 2035
2.5-gigawatt increase in capacity from natural gas by 2035

The legislation “will reduce additions of new, cost-effective electricity capacity in Texas, raising power prices for consumers and decreasing the state’s GDP and job growth in the coming years,” the forecast says.

The forecast also reports that the loss of sources of low-cost renewable energy and the resulting hike in natural gas prices could bump up electric bills in Texas. The forecast envisions a 23 percent to 54 percent hike in electric rates for residential, commercial and industrial customers in Texas.

Household energy bills are expected to increase by $220 per year by 2030 and by $480 per year by 2035, according to the forecast.

Energy Innovation Policy & Technology expects job growth and economic growth to also take a hit under the "Big Beautiful Bill."

The nonprofit organization foresees annual losses of $5.9 billion in Texas economic output (as measured by GDP) by 2030 and $10 billion by 2035. In tandem with the impact on GDP, Texas is projected to lose 42,000 jobs by 2030 and 94,000 jobs by 2035 due to the law’s provisions, according to the organization.

The White House believes the "Big Beautiful Bill" will promote, not harm, U.S. energy production. The law encourages the growth of traditional sources of power such as oil, natural gas, coal and hydropower.

“The One Big Beautiful Bill Act is a historic piece of legislation that will restore energy independence and make life more affordable for American families by reversing disastrous Biden-era policies that constricted domestic energy production,” Interior Secretary Doug Burgum said in a news release.

Promoters of renewable energy offer an opposing viewpoint.

“The bill makes steep cuts to solar energy and places new restrictions on energy tax credits that will slow the deployment of residential and utility-scale solar while undermining the growth of U.S. manufacturing,” says the Solar Energy Industries Association.

Jason Grumet, CEO of the American Clean Power Association, complained that the legislation limits energy production, boosts prices for U.S. businesses and families, and jeopardizes the reliability of the country’s power grid.

“Our economic and national security requires that we support all forms of American energy,” Grumet said in a statement. “It is time for the brawlers to get out of the way and let the builders get back to work.”

View All Listings

ENERGYCAPITALHTX EMAILS ARE AWESOME