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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.

Houston energy company celebrates new innovation center in Belgium

now open

A Houston-based global leader of innovative chemistries strengthened its research and development capabilities by opening a new international innovation center.

Huntsman Corp. celebrated the opening of the new R&D center in Tienen, Belgium, on June 13.

The 11,000-square-meter facility is a world-scale analytical laboratory; two machine halls; and fully equipped and automated product testing facilities. According to the company, the facility will assist with the “journey from the formulation of initial ideas at lab scale through to the manufacture of novel systems and samples ready for customers to trial.”

The innovation center will house more than 100 scientists from the company's polyurethanes and performance products. In key markets, which include adhesives, coatings and sealants; automotive; elastomers; energy; furniture and bedding, and insulation, will support the application of Huntsman technologies. The polyurethanes division is a global leader in MDI-based polyurethanes, which serves more than 3,000 customers in over 90 countries worldwide.

The inauguration event on June 13 was attended by more than 100 customers, suppliers, the mayor of Tienen and business partners. The event also included presentations from Huntsman's Chairman and Chief Executive Officer Peter Huntsman, and Tony Hankins, President of Huntsman's polyurethane business.

"Today marks a significant milestone as we officially open the doors to our new European innovation center, a facility dedicated to creativity, collaboration and progress," Huntsman says in a news release. "We already have a rich legacy of innovation in Belgium. This center reflects our continuing commitment to exploring new ideas and turning imaginative concepts into practical solutions that can make a positive impact in the world."

Houston-based energy companies hailed best places to work by U.S. News

Top cos.

More than a dozen Houston-based companies are sharing the spotlight in U.S. News and World Report's collection of the "Best Companies to Work For" in 2024-2025, including several of the Bayou City’s energy companies.

The annual report examines publicly-traded companies around the world to determine the best employers based on six metrics including work-life balance and flexibility; quality of pay and benefits; job and company stability; career opportunities and professional development; and more. The companies were not ranked, but included based on reader surveys and publicly available data about each workplace.

New for the 2024-2025 report, U.S. News analyzed 549 companies across 29 different lists, including the overall best companies list — which includes the best 300 companies across the U.S., the United Kingdom, Ireland, Switzerland, Luxembourg, and Bermuda — 24 industry-specific lists, and four regional lists.

There were 16 total companies based around Houston that made the lists, with the majority being based in the city, while one each were located in Spring and The Woodlands.

Independent energy company Marathon Oil was the top-rated Houston energy employer, with nearly 1,700 employees, an annual revenue stream of $6.38 billion, and a $15.4 billion market cap. The company was specifically highlighted with a "Top Quality of Pay" label, but also boasts high ratings for its employees' work-life balance, job stability, and belongingness.

In addition to being included in the overall "Best Companies" list, Marathon Oil earned recognition in the industry-specific "Best in Energy" list and the "Best Companies in the South" list.

A second Houston-based energy company earning a spot among the top employers is Occidental (also known as Oxy). The petroleum corporation, which has been in operation since 1920, has nearly 12,600 employees and brings in $27,43 billion in revenue every year.

According to U.S. News, Occidental offers many financial, health and wellness, and workplace benefits including 401k matching, tuition assistance, an employee assistance program, flexible work arrangements, and much more. The company was also given a "Top Quality of Pay" designation.

Occidental appeared in U.S. News' "Best in Mining and Raw Materials," the overall "Best Companies," and "Best Companies in the South" lists.

The other top energy employers include:

  • Southwestern Energy Company, Spring – Best in Energy; Best Companies (overall); Best Companies in the South
  • ConocoPhillips – Best in Energy, Best Companies in the South
  • Cheniere – Best in Energy
  • EOG Resources – Best in Energy
  • Murphy Oil Corporation – Best in Energy

"Prospective and current employees understand the significant impact their employer has on their quality of life," said Carly Chase, vice president of careers at U.S. News and World Report, in a release. "Whether a new grad seeking a company to launch their career, an established professional looking for a change or an HR professional researching the strengths of their company and others, Best Companies to Work For provides a central space to see which companies are meeting their employees' needs best.
The full list of the best companies to work for can be found at usnews.com

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This article originally ran on CultureMap.