Houston startups were recently named among the nearly 300 recipients that received a portion of $44.85 million from NASA to develop space technology. Photo via NASA/Ben Smegelsky

Three Houston startups were granted awards from NASA this month to develop new technologies for the space agency.

The companies are among nearly 300 recipients that received a total agency investment of $44.85 million through the Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) Phase I grant programs, according to NASA.

Each selected company will receive $150,000 and, based on their progress, will be eligible to submit proposals for up to $850,000 in Phase II funding to develop prototypes.

The SBIR program lasts for six months and contracts small businesses. The Houston NASA 2025 SBIR awardees include:

Solidec Inc.

  • Principal investigator: Yang Xia
  • Proposal: Highly reliable and energy-efficient electrosynthesis of high-purity hydrogen peroxide from air and water in a nanobubble facilitated porous solid electrolyte reactor

Rarefied Studios LLC

  • Principal investigator: Kyle Higdon
  • Proposal: Plume impingement module for autonomous proximity operations

The STTR program contracts small businesses in partnership with a research institution and lasts for 13 months. The Houston NASA 2025 STTR awardees include:

Affekta LLC

  • Principal investigator: Hedinn Steingrimsson
  • Proposal: Verifiable success in handling unknown unknowns in space habitat simulations and a cyber-physical system

Solidec and Affekta have ties to Rice University.

Solidec extracts molecules from water and air, then transforms them into pure chemicals and fuels that are free of carbon emissions. It was co-founded by Rice professor Haotian Wang and and was an Innovation Fellow at Rice’s Liu Idea Lab for Innovation and Entrepreneurship. It was previouslt selected for Chevron Technology Ventures’ catalyst program, a Rice One Small Step grant, a U.S. Department of Energy grant, and the first cohort of the Activate Houston program.

Affekta, an AI course, AI assistance and e-learning platform, was a part of Rice's OwlSpark in 2023.

Zach Ellis, founder and general partner of South Loop Ventures, which recently closed its debut fund. Photo via LinkedIn

Houston VC firm closes $21M fund for underrepresented founders

fresh funding

Houston-based South Loop Ventures recently closed its debut fund for more than $21 million, led by investments from Rice Management Company and Chevron Technology Ventures.

The funds will go toward teams with at least one underrepresented founder of color working in the energy, health, space, sports and fintech sectors. Additional investments came from The Great Commission Foundation of the Episcopal Diocese of Texas, Texas CapitalBank and others organizations.

According to South Loop Ventures, less than 3 percent of venture capital reaches underrepresented founders of color. Zach Ellis Jr., founder and general partner of South Loop, says the firm wants to address this "billion-dollar blind spot."

"Inequitable distribution of venture capital represents a clear market inefficiency—and market inefficiencies translate into exceptional opportunities," Ellis said in a release.

He added that the firm's location in Houston will help it make an impact.

"Being anchored here gives us front-row access to world-class corporations eager to engage and support innovation from founders with underrepresented voices and perspectives," he added in the release.

Ellis founded South Loop Ventures in 2022. It has funded 13 companies since August 2023 and plans to fund several more this year. Its portfolio includes Houston-based Milkify, a breast milk freeze-drying service; Lokum App, a Houston-founded platform for recruiting certified registered nurse anesthetists; and others.

Ellis' background spans the United States Military, academia, and roles at Rev1 Ventures and PepsiCo’s corporate venture team. He previously told InnovationMap that he was called to invest in founders of color after George Floyd's murder. He says he also realized how much money was being left on the table by overlooking these innovators.

"The mission of South Loop is to become the preeminent source of venture capital dollars for underrepresented, diverse teams nationally to serve as a beacon for the best underrepresented talent and to enable them to be successful through leveraging the unique resources and talent of Houston," he said on the Houston Innovators Podcast in 2024. "A big part of our mission is also to help catalyze Houston as an ecosystem for tech entrepreneurship."

Listen to the full interview with Ellis here. The recent funding news and Ellis were also featured in a profile by TechCrunch earlier this week. Click here to read more.

LiNova will use the funds to advance its polymer cathode battery technology. Photo via Getty Images

Houston energy leaders back battery startup's $15.8M series A

Money moves

A California startup that's revolutionizing polymer cathode battery technology has announced its series A round of funding with support from Houston-based energy transition leaders.

LiNova Energy Inc. closed a $15.8 million series A round led by Catalus Capital. Saft, a subsidiary of TotalEnergies, which has its US HQ in Houston, and Houston-based Chevron Technology Ventures, also participated in the round with a coalition of other investors.

LiNova will use the funds with its polymer cathode battery to advance the energy storage landscape, according to the company. The company uses a high-energy polymer battery technology that is designed to allow material replacement of the traditional cathode that is made up of cobalt, nickel, and other materials.

The joint development agreement with Saft will have them collaborate to develop the battery technology for commercialization in Saft's key markets.

“We are proud to collaborate with LiNova in scaling up its technology, leveraging the extensive experience of Saft's research teams, our newest prototype lines, and our industrial expertise in battery cell production," Cedric Duclos, CEO of Saft, says in a news release.

CTV recently announced its $500 million Future Energy Fund III, which aims to lead on emerging mobility, energy decentralization, industrial decarbonization, and the growing circular economy. Chevron has promised to spend $10 billion on lower carbon energy investments and projects by 2028.

------

This article originally ran on EnergyCapital.

The Corporate of the Year category for the Houston Innovation Awards has four finalists — each playing a role in Houston's innovation ecosystem across energy, tech, and health care innovation. Photos courtesy

Meet the 4 corporations best supporting Houston's innovation ecosystem

Houston innovation awards

What corporations are most supporting Houston's startup ecosystem? The Houston Innovation Awards sought to find that out with a new category for the 2023 event.

The Corporate of the Year category has four finalists — each playing a role in Houston's innovation ecosystem across energy, tech, and health care innovation. Learn about each of these finalists in the interviews below.

Click here to secure your tickets to the November 8 event where we announce the winner of this exciting new category.

Aramco Ventures

Jim Sledzik, North American managing director of Saudi Aramco Energy Ventures, leads the organization locally. Photo via Aramco

Describe your company's work within the Houston innovation ecosystem.

Aramco Ventures has supported the development of Houston's innovation ecosystem as a founding member of the Ion to advance energy transition and Houston's tech economy. Jim Sledzik, managing director, Aramco Ventures North America, serves on the Ion Advisory Council. In addition we support Greentown Labs with its offices in Boston and Houston with Sledzik also named to its Advisory Board. Aramco Venture professionals are frequently tapped as speakers and participants for numerous industry speaking events and "Pitch Competitions" for start-up companies. For example, the 20th Annual Energy Tech Venture Forum held in Houston and organized by the Rice Alliance for Technology and Entrepreneurship; Climate Week NYC; and the first ever Women's Capital Summit in New York City.

Why has your company decided to support the Houston innovation ecosystem?

Houston is considered the energy capital of the world and Aramco's support and involvement will help amplify the city's reputation and presence as a global energy hub.

Describe your company's impact on the Houston innovation ecosystem.

Aramco's impact has been felt throughout the city by our involvement in major innovation events, activities, and investments.

Chevron Technology Ventures

Jim Gable, vice president of innovation at Chevron and president of Chevron Technology Ventures, leads the organization locally. Photo courtesy

Why has your company decided to support the Houston innovation ecosystem?

Investing in the communities where we operate is a core Chevron value, and Chevron is committed to building the innovation ecosystem in Houston. It’s good for our company and it’s good for the city.

The Houston region, with its deep pool of engineering and industry talent, world-class university expertise, growing startup community and vast energy infrastructure, is well-positioned to lead in the creation of lower carbon energy and improve the region’s global competitiveness. By leveraging its strengths, Houston can create its own model for how it’s going to disrupt the energy space.

Describe your company's impact on the Houston innovation ecosystem.

At Chevron Technology Ventures, we leverage our trial and deployment resources, venture investments and strategic partnerships – both internal and external – to support the technological breakthroughs that will enable the evolution to a lower-carbon energy system. CTV is an active sponsor of university programs and accelerators that build up the Houston energy ecosystem. It has led Chevron’s founding partnership with Greentown Labs Houston and was The Ion’s first tenant and program partner. CTV also backs The Cannon and Rice Alliance Clean Energy Accelerator, among others. As a partner and supporter of the innovation ecosystem, Chevron is committed to helping the ecosystem thrive.

Houston Methodist

Michelle Stansbury, vice president of innovation and IT applications at Houston Methodist, leads the company's innovation efforts. Photo courtesy of Houston Methodist

Describe your company's work within the Houston innovation ecosystem.

Our new collaborative space, the Tech Hub at Ion, is one way we are expanding our culture of innovation within Houston and its growing innovation ecosystem. Beyond showcasing ongoing technology, the Tech Hub at Ion also serves as a nucleus for community engagement and networking and hosting educational initiatives, with additional programming opportunities like reverse pitch sessions in the works.

Why has your company decided to support the Houston innovation ecosystem?

Healthcare is evolving at a rapid pace thanks to digital technology, so it’s important to search for solutions that are beyond the traditional walls of the hospital and even beyond our own industry. Serving our patients both in and outside the walls, especially in the community, has been a priority for Houston Methodist since our inception. We’ve had success in the healthcare innovation space, so we think it’s important to pay it forward and support the Houston innovation community.

Describe your company's impact on the Houston innovation ecosystem.

Our new collaborative space, the Tech Hub at Ion, is one way we are expanding our culture of innovation within Houston and its growing innovation ecosystem. Beyond showcasing ongoing technology, the Tech Hub at Ion also serves as a nucleus for community engagement and networking and hosting educational initiatives, with additional programming opportunities like reverse pitch sessions in the works. Houston Methodist’s Center for Innovation often collaborates with technology companies with solutions that provide a better patient experience and/or support clinicians and often these are technology companies early in their start-up journey. One Houston start-up Houston Methodist at the beginning of the pandemic and continues to use is MIC Sickbay, the technology that powers the virtual ICU and uses algorithms and AI to monitor patients.

Microsoft

Rob Schapiro, Energy Acceleration Program director and Houston site leader for Microsoft, leads the company's local innovation support efforts. Photo courtesy of Microsoft

Describe your company's work within the Houston innovation ecosystem.

Microsoft is committed to driving tech and innovation in the Houston community with a specific focus on underrepresented communities. Microsoft is financially supporting the ion, Greentown Labs Accel, DivInc, Tejano Tech Summit, and the Rice Alliance Clean Energy Accelerator as well as programs designed to bring the next generations of Houston founders to the forefront (G-Unity Business Lab, SuperGirls Shine Foundation, Tech Fest Live, PVAMU). Aside from the financial support, Microsoft brings a dedicated team of volunteers and mentors to each of these engagements, and they are helping shape the future of innovation in the city of Houston.

Why has your company decided to support the Houston innovation ecosystem?

We believe that it is our duty to be an active and engaged corporate partner to any and all communities in which we operate. We decided to invest in Houston because of the rich, diverse talent pool and the growing energy transition industry.

Describe your company's impact on the Houston innovation ecosystem.

  • Partnered with DivInc to create an Energy Tech Accelerator program that had its first cohort of seven companies this year.
  • Driving thought leadership and bringing attention to valuable initiatives through serving on the advisory boards of the Ion (Vice Chair position), Greentown Labs Houston, Rice Alliance Clean Energy Accelerator.
  • Supporting the next generation of innovators: 120 high school students received hands on training in innovation and prototyping as part of the G-Unity Business Lab. This program doubled in size due to its success. Microsoft sponsored prototyping and design thinking training. We also seated one of the Hustle Tank judges.
  • Graduated 14 students from the Level Up fellowship program in partnership with Prairie View A&M University and Accenture; most students received and accepted employment offers from Accenture.
  • Sponsored 20 high school girls who participated in the SuperGirls Shine Foundation's 40/40 mentorship program.
  • Ten women founders received mentoring and training as part of the DivInc Women in Tech Cohort
  • Held a four-week high school internship program for BIPOC students

Jim Gable, vice president of innovation at Chevron and president of Chevron Technology Ventures, joins the Houston Innovators Podcast. Photo courtesy

Houston energy innovator on why now's the right time for energy transition innovation

HOUSTON INNOVATORS PODCAST EPISODE 190

The cleantech innovation space has momentum, and Chevron strives to be one of the incumbent energy companies playing a role in that movement, Jim Gable, vice president of innovation at Chevron and president of Chevron Technology Ventures, shares on the Houston Innovators Podcast.

"People call it cleantech 2.0, but it's really cleantech 3.0," Gable says, explaining how he's been there for each wave of cleantech. "The people are better now — the entrepreneurs are better, the investors are better. Exits are here in the cleantech space."

"It's all driven by policy-enabled markets, and the policy is here now too. Twenty years ago, you didn't have nearly the same level of policy influence that you do now," he continues. "Things are coming together to help us really create and deliver that affordable, reliable, ever cleaner energy that's going to be needed for a long time."

Both CTV and Gable have been operating with this vision of cleaner, more reliable and affordable energy for over two decades. Gable, who's worked in various leadership roles across the company, returned to a job in the venture side of the business in 2021. He's officially relocated to Houston to lead CTV, which is based in the Ion.

CTV acts as Chevron's external innovation bridge, evaluating pitches from around 1,000 companies a year, funding and accelerating startups, working with internal teams to implement new tech, and more, as Gable explains. Under CTV's umbrella is the venture fund, the Catalyst Program, and the Chevron Studio, a newer initiative that matches entrepreneurs with technology research in order to take that tech to market.

"We say we open doors to the future within Chevron," he says on the show. "We're the onramp for early stage technology to get into the company."

Now that he's firmly planted in the Houston innovation ecosystem, Gable says is optimistic about the incumbents and the innovators coming together in Houston to forge the future of energy.

"I would just encourage Houston to not try to be something that we're not. Houston's got to be Houston, and I don't think we should try, necessarily, to follow the same path as Palo Alto or Boston," Gable says, adding that Houston's large and specialized energy sector is not a disadvantage. "We may not have the same breadth of primary research that other ecosystems have, and that's perfectly OK."

Gable shares more on his perspective of Houston's ecosystem and the energy transition as a whole on the podcast. Listen to the interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.

Here's your roundup of energy innovation news coming out of Houston. Photo via Getty Images

Incubator announces new program, Houston startup names new partner, and more energy innovation news

short stories

Houston's energy innovation ecosystem has seen a busy spring season, with startup accelerator cohorts announced, expanded corporate partnerships, and recent funding raised.

In this roundup of short stories within Houston energy innovation, a startup enters into a strategic partnership, Greentown Labs announces a new accelerator, and more.

Syzygy taps global company to lead scaling for tech development 

Syzygy has brought on a new partner that's key to its future growth and tech production. Photo via Emerson

Houston-based Syzygy Plasmonics, which has developed a light-based catalyst reactor technology that originated out of Rice University, has selected global technology and software company Emerson (NYSE: EMR) to automate electrification of chemical production processes.

The reactor technology uses light instead of thermal energy for chemical manufacturing. The all-electric production method has the opportunity to replace fossil fuel-based combustion, making energy generation more sustainable. Syzygy estimates, according to the news release, that its reactor systems could eliminate 1 gigaton of CO2 emissions by 2040.

“We are excited to advance this opportunity with Emerson not only for its automation technologies and software but also its sustainability leadership and domain expertise in chemical engineering, electrification and hydrogen production,” says Syzygy CEO Trevor Best in the release. “As we expand beyond traditional paradigms of reactor technology and launch a new way to electrify chemical manufacturing, we wanted a technology partner who can help us scale our technology efficiently, safely and reliably.”

Emerson will provide its suite of hardware, software, and services for the Syzygy modular reactors.

"Emerson is excited to collaborate with Syzygy Plasmonics on such promising technology that could have a significant impact on industries that are some of the most challenging to decarbonize," says Peter Zornio, CTO at Emerson. “This aligns with Emerson’s culture of innovation that takes on our customers’ biggest challenges.”

Greentown Labs announces applications opening for Shell accelerator

Shell is seeking energy tech companies. Photo via greentownlabs.com

Greentown Labs, a climatetech incubator co-located in Houston and Boston, has teamed up with Shell for a Greentown Go program, geared at accelerating startup-corporate partnerships, to focus on technologies for carbon utilization, storage, and traceability.

Greentown Go Make 2023 zeroing in on alternative carbon feedstocks for carbon-intensive commodities; biogenic and nature-based solutions; and solutions for carbon storage and traceability, according to a news release.

Applications are open now, and the selected startups will have access to mentorship from Shell and Greentown's networks, desk space and membership within Greentown, $15,000 in non-dilutive grant funding, and educational workshops throughout the duration of the six-month program.

“Greentown Go brings together groundbreaking climatetech startups and the corporations that can help commercialize and scale their technologies,” says Kevin T. Taylor, interim CEO and CFO at Greentown Labs, in a news release. “Every Greentown Go program aims to drive climate impact and accelerate the energy transition. We look forward to working with Shell, a long-time Greentown partner, on this important program and supporting the latest innovations in carbon utilization, storage, and traceability.”

The program will help support Shell’s strategy through the development and scaling of technologies for carbon utilization, storage, and traceability across chemicals, carbon fuels, and more.

“Collaboration to accelerate technology development is critical to developing the energy solutions we need for a low-carbon energy future, and I am excited to see what novel technologies arise from startups participating in the Greentown Go Make 2023 program,” says Ed Holgate, commercial partnerships manager at Shell.

Chevron Technology Ventures adds Canadian startup to its Catalyst Program

Motive.io ia using AI to optimize workforce training. Photo via Motive.io

Chevron Technology Ventures announced the addition of Vancouver-based Motive.io, which provides immersive training solutions that leverage virtual and augmented reality technologies, to its Catalyst program. The program seeks out and helps to grow breakthrough technologies and solutions that have the potential to disrupt the energy industry.

"We are honored and thrilled to be selected as part of Chevron Technology Ventures' Catalyst program," says Ryan Chapman, CEO of Motive.io, in a news release. "Selection for this program represents a tremendous opportunity for Motive.io to collaborate with Chevron Technology Ventures as we continue to advance our cutting-edge immersive training solutions for the energy sector."

Motive.io's technology, called the XR Management System, "aims to revolutionize how companies train their employees by providing realistic and interactive simulations that allow learners to practice their skills in a safe and controlled environment," according to a news release.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Intuitive Machines lands $180M NASA contract for lunar delivery mission

to the moon

NASA has awarded Intuitive Machines a $180.4 million Commercial Lunar Payload Services (CLPS) award to deliver science and technology to the moon.

This is the fifth CLPS award the Houston spacetech company has received from NASA, according to a release. It will be the first mission to utilize Intuitive Machines' larger cargo lunar lander, Nova-D.

Known as IM-5, the mission is expected to deliver seven payloads to Mons Malapert, a ridge near the Lunar South Pole, which is a "compelling location for future communications, navigation, and surface infrastructure," according to the release.

“We believe our space infrastructure provides the scalability and flexibility needed to support an increased cadence of new Artemis missions and advance national objectives. This CLPS award accelerates our expansion efforts as we build, connect, and operate the systems powering that infrastructure,” Steve Altemus, CEO of Intuitive Machines, said in the release. “We look forward to working closely with NASA to deliver mission success on IM-5 and to provide sustained operations and persistent connectivity in the cislunar environment and across the solar system.”

The delivery will include the Australian Space Agency’s lunar rover, known as Roo-ver, and another lunar rover from Honeybee Robotics, a part of Jeff Bezos' Blue Origin. Intuitive Machines will also deliver chemical analysis instruments, radiation detectors and other technologies, as well as a capsule named Sanctuary that shows examples of human achievements.

Intuitive Machines previously completed its IM-1 and IM-2 missions, which put the first commercial lunar lander on the moon and achieved the southernmost lunar landing, respectively.

Its IM-3 mission is expected to deliver international payloads to the moon's Reiner Gamma this year. It’s IM-4 mission, funded by a $116.9 million CLPS award, is expected to deliver six science and technology payloads to the Moon’s South Pole in 2027.

The company also announced a $175 million equity investment to fuel growth earlier this month.

TotalEnergies exits U.S. offshore wind sector in $1B federal deal

Energy News

TotalEnergies, a French company whose U.S. headquarters is in Houston, has agreed to redirect nearly $930 million in capital from two offshore wind leases on the East Coast to oil, natural gas and liquefied natural gas (LNG) production.

In its agreement with the U.S. Department of the Interior, TotalEnergies has also promised not to develop new offshore wind projects in the U.S. “in light of national security concerns,” according to a department press release.

Federal agency hails ‘landmark agreement’

The Department of the Interior called the deal a “landmark agreement” that will steer capital “from expensive, unreliable offshore wind leases toward affordable, reliable natural gas projects that will provide secure energy for hardworking Americans.”

Renewable energy advocates object to what they believe is the Trump administration’s mischaracterization of offshore wind projects.

Under the Department of the Interior agreement, the federal government will reimburse TotalEnergies on a dollar-for-dollar basis for the leases, up to the amount that the energy company paid.

“Offshore wind is one of the most expensive, unreliable, environmentally disruptive, and subsidy-dependent schemes ever forced on American ratepayers and taxpayers,” Interior Secretary Doug Burgum said in the announcement. “We welcome TotalEnergies’ commitment to developing projects that produce dependable, affordable power to lower Americans' monthly bills while providing secure U.S. baseload power today — and in the future.”

TotalEnergies cites U.S. policy in move away from U.S. wind power

In the news release, Patrick Pouyanné, chairman and CEO of TotalEnergies, says the company was “pleased” to sign the agreement to support the Trump administration’s energy policy.

“Considering that the development of offshore wind projects is not in the country’s interest, we have decided to renounce offshore wind development in the United States, in exchange for the reimbursement of the lease fees,” Pouyanné says.

TotalEnergies redirects capital to LNG, oil, and natural gas

TotalEnergies will use the $928 million it spent on the offshore wind leases for development of a joint venture LNG plant in the Rio Grande Valley, as well as for production of upstream oil in the Gulf of Mexico and for production of shale gas.

“These investments will contribute to supplying Europe with much-needed LNG from the U.S. and provide gas for U.S. data center development. We believe this is a more efficient use of capital in the United States,” Pouyanné says.

TotalEnergies paid $133.3 million for an offshore wind lease at the Carolina Long Bay project off the coast of North Carolina and $795 million in 2022 for a lease covering a 1,545-megawatt commercial offshore wind facility off the coast of New Jersey.

“TotalEnergies’ studies on these leases have shown that offshore wind developments in the United States, unlike those in Europe, are costly and might have a negative impact on power affordability for U.S. consumers,” TotalEnergies said in a company-issued press release. “Since other technologies are available to meet the growing demand for electricity in the United States in a more affordable way, TotalEnergies considers there is no need to allocate capital to this technology in the U.S.”

Since 2022, TotalEnergies has invested nearly $12 billion to promote the development of oil, LNG, and electricity in the U.S. In 2025, TotalEnergies was the No. 1 exporter of LNG from the U.S.

Industry groups push back on offshore wind pullback

The American Clean Energy Association has pushed back on the Trump administration’s characterization of offshore wind projects.

“The offshore wind industry creates thousands of high-quality, good-paying jobs, and is revitalizing American manufacturing supply chains and U.S. shipyards,” Jason Grumet, the association’s CEO, said in December after the Trump administration paused all leases for large-scale offshore wind projects under construction in the U.S. “It is a critical component of our energy security and provides stable, domestic power that helps meet demand and keep costs low.”

Grumet added that President Trump’s “relentless attacks on offshore wind undermine his own economic agenda and needlessly harm American workers and consumers.” He called for passage of federal legislation that would prevent the White House “from picking winners and losers” in the energy sector and “placing political ideology” above Americans’ best interests.

The National Resources Defense Council offered a similar response to the offshore wind leases being paused.

“In its ongoing effort to prop up waning fossil fuels interests, the administration is taking wilder and wilder swings at the clean energy projects this economy needs,” said Pasha Feinberg, the council’s offshore wind strategist. “Investments in energy infrastructure require business certainty. This is the opposite. If the administration thinks the chilling impacts of this action are limited to the clean energy sector, it is sorely mistaken.”

---

This article originally appeared on EnergyCapitalHTX.com.

Houston researcher examines how AI helps and hurts creativity

eye on ai

As artificial intelligence continues to grow and seeps into spaces like art, design and writing, a Houston researcher is examining its effects on creativity.

University of Houston’s Bauer College Assistant Professor Jinghui Hou, in collaboration with scholars around the world, recently published the paper "The Double-Edged Roles of Generative AI in the Creative Process" in the journal Information Systems Research.

Through the research, the team identified two stages of creativity that AI can influence: ideation and implementation.

In one study, Hou and her team developed a lab experiment to examine the impact of a cutting-edge generative AI tool during the brainstorming or ideation phase on a group of designers with varying levels of expertise.

The study showed that nearly all designers who used generative AI during this stage improved in the creativity of their graphic design work, and that the improvements were substantial and consistent across the board.

“In the first stage, we find that for anyone, including ordinary people and expert designers, AI is very helpful because of its computational power,” Hou said in a news release. “It can go beyond the imagination that humans have. For example, if I wanted to imagine a tiger with wings, it would be hard to see that in my head, but AI can do it easily.”

However, a second study examining the implementation stage found that AI affects professionals differently than novice designers.

The study showed that novice designers continued to improve in all aspects of their work when using AI. But more expert designers did not see significant improvements in the implementation stage. Rather, expert designers who used AI spent 57 percent more time completing their work compared with their peers who did not use AI.

“In the implementation stage, we find that AI is still very helpful for those ordinary people, but it creates more work for expert designers,” Hou said in the release. “This is because the designer has years of training to materialize a piece of artwork. We find that AI uses different techniques to produce creative work. For designers, it can become burdensome to revise what AI made.”

Hou’s paper suggests that AI is most helpful in the brainstorming stage, but hopes to see generative AI developers program tailor the technology for expert-level, professional needs.

“It could give users more freedom to fit the technology to their usage pattern and workflow,” Hou added. “In a sense, it's not about people catering to the AI, but the AI technology catering to people."