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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.

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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 energy tech company breaks ground on low-cost green hydrogen pilot plant

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Houston’s Lummus Technology and Advanced Ionics have broken ground on their hydrogen pilot plant at Lummus’ R&D facility in Pasadena.

The plant will support Advanced Ionics’ cutting-edge electrolyzer technology, which aims to deliver high-efficiency hydrogen production with reduced energy requirements.

“By demonstrating Advanced Ionics’ technology at our state-of-the-art R&D facility, we are leveraging the expertise of our scientists and R&D team, plus our proven track record of developing breakthrough technologies,” Leon de Bruyn, president and CEO of Lummus, said in a news release. “This will help us accelerate commercialization of the technology and deliver scalable, cost-effective and sustainable green hydrogen solutions to our customers.”

Advanced Ionics is a Milwaukee-based low-cost green hydrogen technology provider. Its electrolyzer converts process and waste heat into green hydrogen for less than a dollar per kilogram, according to the company. The platform's users include industrial hydrogen producers looking to optimize sustainability at an affordable cost.

Lummus, a global energy technology company, will operate the Advanced Ionics electrolyzer and manage the balance of plant systems.

In 2024, Lummus and Advanced Ionics established their partnership to help advance the production of cost-effective and sustainable hydrogen technology. Lummus Venture Capital also invested an undisclosed amount into Advanced Ionics at the time.

“Our collaboration with Lummus demonstrates the power of partnerships in driving the energy transition forward,” Ignacio Bincaz, CEO of Advanced Ionics, added in the news release. “Lummus serves as a launchpad for technologies like ours, enabling us to validate performance and integration under real-world conditions. This milestone proves that green hydrogen can be practical and economically viable, and it marks another key step toward commercial deployment.”

Houston Energy Transition Initiative releases 2025 year in review

The View From HETI

The Houston Energy Transition Initiative (HETI) concludes another impactful year by reaffirming our commitment to positioning Houston as the global leader in the energy transition – delivering more energy with fewer emissions. HETI continues to be focused on advancing key regional priorities, driving economic development and talent recruitment.

It was a year of changes across the energy landscape, yet HETI continued to collaborate, convene, and deliver measurable progress. Below are some of the year’s key highlights:

Sharing Members’ Impact on Decarbonization and Emissions Reductions

HETI released a report detailing members’ low-carbon initiatives and commitments, showcasing industry momentum and long-term pathways to achieving the dual challenge of meeting growing global energy demand while reducing emissions. Major findings include more than $95 billion in low-carbon investments and 20% reduction in Scope 1 emissions since 2017 by HETI-affiliated companies. The report also recommends strategic pathways for continued emissions reductions.

Advancing CCUS at Commercial Scale

HETI publicly supported efforts to accelerate carbon capture, utilization, and storage (CCUS) efforts to commercial scale. Early in the year, HETI and the Houston CCS Alliance commissioned Texas A&M University’s Energy Institute and Mary Kay O’Connor Process Safety Center to research the operational history and safety record of CCUS in the United States. In November, the U.S. Environmental Protection Agency granted Texas authority to permit CCUS—a significant win that increases the region’s competitiveness in the global energy ecosystem.

Leadership in Resilient Power for Houston’s Growth

In June, HETI hosted its first Resilient Power: Fueling Houston’s Growing Economy summit, bringing together more than 100 business and civic leaders to discuss the role of resilient, reliable power in Houston’s economic development. Cross-sector leaders explored the impacts of rising power demand driven by industrial decarbonization and digitalization, and discussed the essential collaboration between the energy and tech sectors to strengthen long-term resilience through an “all of the above” approach. HETI also published a fact sheet on Houston’s resilient power access, affordability, and reliability as a resource for partners.

Showcasing Houston’s Leadership at CERAWeek 2025

HETI participated in CERAWeek 2025, elevating Houston’s energy leadership on the world stage. The HETI House activation in the Innovation Agora attracted more than 1,000 visitors and generated over 80 economic development leads. In addition, HETI partnered with Rice Alliance and TEX-E for the fourth annual Energy Ventures Pitch Competition at CERAWeek, bringing together students, startups and energy leaders to advance innovation and investment.

Scaling Houston’s Innovation Ecosystem

As Houston’s energy innovation ecosystem continues to grow, HETI plays an important role in shaping its future. During its second year, Houston Energy and Climate Startup Week attracted more than 3,900 attendees from local and global startups, industry leaders, and investors—further solidifying Houston’s status as the world’s leading energy innovation hub.

Strengthening Regional Competitiveness

To advance technology commercialization and support the Gulf Coast’s continued energy competitiveness, HETI hosted its second annual Gulf Coast National Labs Workshop. This year’s event convened more than 120 leaders representing six national laboratories, industry partners, academia, and government stakeholders to accelerate collaboration around the region’s greatest energy and chemical challenges.

HETI’s progress this year is significant, but the work ahead is even more critical. As we move into the new year, HETI remains steadfast in its commitment to convening industry leaders, informing policy, supporting innovation, and driving economic growth across the region. This work strengthens Houston’s core energy economy and accelerates the emerging sectors that will ensure Houston continues to lead the world in energy.

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This article originally appeared 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.

Chevron CEO touts biofuels as part of its renewable energy efforts

Betting on biofuels

As Chevron Chairman and CEO Mike Wirth surveys the renewable energy landscape, he sees the most potential in biofuels.

At a recent WSJ CEO Council event, Wirth put a particular emphasis on biofuels—the most established form of renewable energy—among the mix of low-carbon energy sources. According to Biofuels International, Chevron operates nine biorefineries around the world.

Biofuels are made from fats and oils, such as canola oil, soybean oil and used cooking oil.

At Chevron’s renewable diesel plant in Geismar, Louisiana, a recent expansion boosted annual production by 278 percent — from 90 million gallons to 340 million gallons. To drive innovation in the low-carbon-fuels sector, Chevron opened a technology center this summer at its renewable energy campus in Ames, Iowa.

Across the board, Chevron has earmarked $8 billion to advance its low-carbon business by 2028.

In addition to biofuels, Chevron’s low-carbon strategy includes hydrogen, although Wirth said hydrogen “is proving to be very difficult” because “you’re fighting the laws of thermodynamics.”

Nonetheless, Chevron is heavily invested in the hydrogen market:

As for geothermal energy, Wirth said it shows “some real promise.” Chevron’s plans for this segment of the renewable energy industry include a 20-megawatt geothermal pilot project in Northern California, according to the California Community Choice Association. The project is part of an initiative that aims to eventually produce 600 megawatts of geothermal energy.

What about solar and wind power?

“We start with things where we have some reason to believe we can create shareholder value, where we’ve got skills and competency, so we didn’t go into wind or solar because we’re not a turbine manufacturer installing wind and solar,” he said in remarks reported by The Wall Street Journal.

In a September interview with The New York Times, Wirth touched on Chevron’s green energy capabilities.

“We are investing in new technologies, like hydrogen, carbon capture and storage, lithium and renewable fuels,” Wirth said. “They are growing fast but off a very small base. We need to do things that meet demand as it exists and then evolve as demand evolves.”

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