TMEIC Corporation Americas has moved its U.S. headquarters to Houston. Photo via tmeic.com

TMEIC Corporation Americas has officially relocated its headquarters from Roanoke, Virginia, to Houston.

TMEIC Corporation Americas, a group company of Japan-based TMEIC Corporation Japan, recently inaugurated its new space in the Energy Corridor, according to a news release. The new HQ occupies the 10th floor at 1080 Eldridge Parkway, according to ConnectCRE. The company first announced the move last summer.

TMEIC Corporation Americas specializes in photovoltaic inverters and energy storage systems. It employs approximately 500 people in the Houston area, and has plans to grow its workforce in the city in the coming year as part of its overall U.S. expansion.

"We are thrilled to be part of the vibrant Greater Houston community and look forward to expanding our business in North America's energy hub," Manmeet S. Bhatia, president and CEO of TMEIC Corporation Americas, said in the release.

The TMEIC group will maintain its office in Roanoke, which will focus on advanced automation systems, large AC motors and variable frequency drive systems for the industrial sector, according to the release.

TMEIC Corporation Americas also began operations at its new 144,000-square-foot, state-of-the-art facility in Brookshire, which is dedicated to manufacturing utility-scale PV inverters, earlier this year. The company also broke ground on its 267,000-square-foot manufacturing facility—its third in the U.S. and 13th globally—this spring, also in Waller County. It's scheduled for completion in May 2026.

"With the global momentum toward decarbonization, electrification, and domestic manufacturing resurgence, we are well-positioned for continued growth," Bhatia added in the release. "Together, we will continue to drive industry and uphold our legacy as a global leader in energy and industrial solutions."

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This article originally appeared on EnergyCapitalHTX.com.

New accelerators, promising startups, and more of the most-read energy tech articles from the year. Photo via Getty Images

Here are the most-read energy tech stories of the year

year in review

Editor's note: As the year comes to a close, InnovationMap is looking back at the year's top stories in Houston innovation. As the energy capital of the world, Houston has its fair share of energy tech stories that trended among readers. Be sure to click through to read the full story.

Houston accelerator names inaugural cohort to propel digital transformation in energy

The NOV Supernova Accelerator will work to cultivate relationships between startups and NOV. Photo via Getty Images

Houston-based Venture Builder VC has kicked off its NOV Supernova Accelerator and named its inaugural cohort.

The program, originally announced earlier this year, focuses on accelerating digital transformation solutions for NOV Inc.'s operations in the upstream oil and gas industry. It will support high-potential startups in driving digital transformation within the energy sector, specifically upstream oil and gas, and last five months and culminate in a demo day where founders will present solutions to industry leaders, potential investors, NOV executives, and other stakeholders.

The NOV Supernova Accelerator will work to cultivate relationships between startups and NOV. They will offer specific companies access to NOV’s corporate R&D teams and business units to test their solutions in an effort to potentially develop long-term partnerships. Read more.

Promising Houston startup expands energy efficiency product to Middle East, Singapore

NanoTech is targeting new overseas markets for its energy efficiency products. Photo via Getty Images

NanoTech Materials has announced a big expansion for its business.

The Houston company, which created a roof coating using nanotechnology that optimizes energy efficiency, has partnered with Terminal Subsea Solutions Marine Service SP to bring its products to the Gulf Cooperation Council and Singapore. TSSM will become a partner of Houston’s NanoTech Materials products, which will include the Cool Roof Coat, Vehicular Coat, and Insulative Coat for the GCC countries and Singapore.

NanoTech Materials technology that ranges from roof coatings on mid- to low-rise buildings to shipping container insulation to coating trucks and transportation vehicles will be utilized by TSSM in the partnership. NanoTech’s efforts are focused on heat mitigation that can reduce energy costs, enhance worker safety, and minimize business risks in the process. Read more.

Rice University launches $12.5M climate tech accelerator

Rice University announced a new climate tech initiative backed by Woodside Energy. Photo by Natalie Harms/InnovationMap

Rice University has announced its latest initiative to advance clean energy technology into commercialization with a new partnership with a global energy company.

Woodside Energy, headquartered in Australia with its global operations in Houston following its 2022 acquisition of BHP Group, has committed $12.5 million over the next five years to create the Woodside Rice Decarbonization Accelerator.

"The goal of the accelerator is to fast track the commercialization of innovative decarbonization technologies created in Rice labs," Rice University President Reginald DesRoches says to a crowd at the Ion at the initiative's announcement. "These technologies have the potential to make better batteries, transitistors, and other critical materials for energy technologies. In addition, the accelerator will work on manufacturing these high-value products from captured and converted carbon dioxide and methane." Read more.

10 most-promising energy tech startups named at annual Houston event

Over 500 people attended the 21st annual Energy Tech Venture Forum hosted by the Rice Alliance. Photo courtesy of Rice

Investors from around the world again identified the most-promising energy tech startups at the Rice Alliance for Technology and Entrepreneurship's annual event.

"The recognition that Houston is the epicenter of energy transition is growing. It's something we are championing as much as possible so that the world can know exactly what we're doing," Paul Cherukuri, chief innovation officer at Rice University says at the 21st annual Energy Tech Venture Forum.

The event took place during the inaugural Houston Energy and Climate Startup Week, and nearly 100 startups from 23 states and seven countries pitched investors Wednesday, September 11, and Thursday, September 12. At the conclusion of the event, the investors decided on 10 companies deemed "most promising" from the presentations. Read more.

Port Houston lands $3M EPA grant to drive green initiatives, cleantech innovation

The grant, funded by the federal Inflation Reduction Act, will help promote cleaner air, reduced emissions, and green jobs. Photo via Getty Images

Port Houston’s PORT SHIFT program is receiving nearly $3 million from the U.S. Environmental Protection Agency’s Clean Ports Program.

The grant, funded by the federal Inflation Reduction Act, will help promote cleaner air, reduced emissions, and green jobs.

“With its ambitious PORT SHIFT program, Houston is taking a bold step toward a cleaner, more sustainable future, and I’m proud to have helped make this possible by voting for the Inflation Reduction Act,” U.S. Rep. Sylvia Garcia says in a news release. Read more.

Federal funding, startup pitches, and more of the most-read energy tech articles from the year. Photo via Getty Images

These were the 5 most-read Houston energy tech stories of 2023

year in review

Editor's note: As the year comes to a close, InnovationMap is looking back at the year's top stories in Houston innovation. As the energy capital of the world, Houston has its fair share of energy tech stories that trended among readers — including the launch of EnergyCapitalHTX, InnovationMap's sister publication. Be sure to click through to read the full story.

Houston-based battery innovators receive $4M in federal funding

Houston-based Zeta Energy has fresh funding from the government. Image via Zeta Energy

Houston-based Zeta Energy announced this week that it was selected to receive $4 million in federal funding for the development of efficient electric vehicle batteries.

The funds come from the U.S. Department of Energy's ARPA-E Electric Vehicles for American Low-Carbon Living, or EVs4ALL, program, which aims to increase the number of EVs on the roads by boosting the country’s supply chain of affordable, convenient, reliable and safe batteries.

Zeta Energy is one of 12 groups in the U.S. to receive funding from the program, which awarded $42 million in total.

“Electric vehicle sales in America have tripled since the start of this Administration and by addressing battery efficiency, resiliency and affordability, the projects announced today will make EVs attractive to even more drivers,” U.S. Secretary of Energy Jennifer M. Granholm said in a statement released earlier this week. “This is a win-win for our efforts to fight climate change and power America’s clean transportation future with technologies produced by researchers and scientists right here at home.”

Continue reading the article from January.

8 energy tech startups recognized at Houston's CERAWeek pitch competition

Here's what startups took home wins at CERAWeek. Photo by Natalie Harms/InnovationMap

Over 200 startups participated in CERAWeek this year, and 18 of those companies pitched at a Greater Houston Partnership event.

The Houston Energy Transition Initiative, an initiative to promote Houston's work within the energy transition, hosted its second annual HETI Energy Ventures Competition at CERAWeek Innovation Agora. The competition was divided into four categories. The first batch of startups consisted of five companies from the Texas Entrepreneurship Exchange for Energy, or TEX-E, a collaboration with Greentown Labs, MIT’s Martin Trust Center for Entrepreneurship, and universities across Texas.

The winning startups shared $50,000 of prizes, sponsored by TEX-E. Houston-based Helix Earth Technologies — which has developed high-speed, high-efficiency filter systems derived from technology originating at NASA — won both the first place prize and fan favorite for the category. Helix's co-founders, Rawand Rasheed and Brad Husick from Rice University, walked away with $25,000 in prizes

Continue reading the article from March.

Gow Media announces new energy transition media platform backed by GHP

Houston, we have a new energy transition news outlet. Photo via Getty Images

Houston has historically been home to a significant portion of the energy industry. Now, among the energy transition, the city has plans to hold a big role in that sector too, and a news outlet is emerging to cover that journey.

Houston-based Gow Media, a multi-platform media company and the parent company of InnovationMap, CultureMap, SportsMap, and ESPN Radio 97.5FM and 92.5FM, announced its plans to launch energycapitalhtx.com.

“Houston is aligning some of the city’s best and brightest to lead the energy transition,” says David Gow, CEO of Gow Media. “We have been deeply impressed by the efforts of the Greater Houston Partnership’s Houston Energy Transition Initiative and are excited for EnergyCapitalHTX to be the voice of the energy transition.”

Continue reading the article from March.

Report: Texas is the best place to lead hydrogen economy

According to a new report, the existing energy infrastructure of Texas makes it a great spot to lead the development of the hydrogen economy. Photo via Getty Images

All signs point to Texas leading the development of a hydrogen market, says one new report out of Rice University.

The Baker Institute for Public Policy released a new report this week about the hydrogen economy and the role Texas will play in it. According to the experts, Texas’ legacy energy industry — as well as its geology — makes it an ideal hub for hydrogen as an energy source. Ken Medlock, senior director of the Baker Institute’s Center for Energy Studies, and Shih Yu (Elsie) Hung, research manager at the center, wrote the report.

“Texas is in a very advantageous position to play a leading role in driving hydrogen market growth, but the evolution of policy and market structure will dictate whether or not this comes to pass,” write the co-authors.

Continue reading the article from February.

Fast-growing startup with carbon-free solution sets up pilot plant in Houston

The opening of the pilot plant marks the debut of Cemvita’s eCO2 business as a wholly owned subsidiary. Photo courtesy of Cemvita

Cleantech startup Cemvita has set up a pilot plant in its hometown of Houston to develop technology for converting carbon emissions as feedstock to make products like fertilizer, plastics, methane, and fuel.

The opening of the pilot plant marks the debut of Cemvita’s eCO2 business as a wholly owned subsidiary. The term eCO2 refers to equivalent carbon dioxide, or a way to measure a combination of greenhouse gases such as carbon dioxide and methane.

With a capacity of more than 14,000 gallons, the plant is producing eCO2 oil, an alternative to soybean oil. The company already is shipping samples of eCO2 products to customers, including renewable-fuel companies and plastics manufacturers.

Continue reading the article from April.

Ambyint has fresh funding and a new main office. Photo via Getty Images

Canadian energy company secures Houston funding, relocates HQ

money moves

An AI-powered energy tech company has raised additional funding and relocated it's main office to Canada.

Ambyint, a Canadian company that's had a Houston presence for a few years, has announced its latest round of funding and new headquarters. The software company provides energy customers with its AI-powered production and artificial lift optimization platform.

The funding comes from existing investors, Houston-based Mercury and Montrose Lane, plus two new investors, BDC Capital and Accelerate Fund III. The undisclosed amount of funding will go toward customer growth, hiring, and new enhancements to the technology, including expanding emissions mitigation capabilities.

"We have the wind in our sails and are extremely proud to see this transaction close,” Benjamin Kemp, CEO of Ambyint, says in a news release. “This investment allows us to double down on the energy market and further our AI-enabled optimization platform. Validation from our customers, talented employees, and investors is most welcome as we continue to scale.”

"Given the uncertainty in the venture capital market, attracting new investors like BDC Capital and Accelerate Fund III, who have followed Ambyint’s journey for several years, demonstrates how far we have come and the exciting future ahead of us," Kemp, who's served as CEO since 2021, adds.

The company also announced its new main office in Calgary. Previously, the Houston office operated as the company's headquarters.

Mercury, which has invested in the company since 2017, contributed to the company's series B in 2020, along with Montrose Lane (née Cottonwood Venture Partners).

“We have had the benefit of seeing the Ambyint platform and team develop over the past six years," says Mercury Managing Director Adrian Fortino says in the release. "We believe they are now poised to dramatically expand their industry footprint and improve customer emissions.”

Ambyint continues to add sustainability and emissions-related functions platform, including CO2 and methane emission tracking and mitigation.

"Utilizing advanced AI, Ambyint is addressing a significant opportunity in upstream oil and gas by increasing production while reducing GHG emissions," Joseph Regan, managing partner from BDC Capital’s Innovation Venture Fund, says in the statement. "They are leading the charge between their impressive technological progress and respected, industry-leading customers. We believe Ambyint’s AI software will be the standard operating procedure in this sector."

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This article originally ran on EnergyCapital.

Here's what energy transition companies stood out to Rice Alliance's experts. Photo via Rice Alliance

10 startups named most-promising in energy tech at Houston conference

rising stars

At the 20th annual Energy Tech Venture Forum presented by Rice Alliance for technology and Entrepreneurship, 11 startups scored recognition from the event's investors who evaluated over 90 early-stage energy transition companies.

"The selection process was both exhilarating and challenging given the incredible ideas we've seen today," says Jason Sidhu, director of information services business engagement at TC Energy, who announced the top companies. "I want to extend my gratitude to every company that participate din this year's Energy Tech Venture Forum. Your commitment to solving energy problems and pursuing ambitions ideas is truly commendable."

In addition to the top 10 most-promising companies, the event's attendees decided the people's choice pick out of the 50 or so pitching companies. The winner of that recognition was Calgary, Alberta-based Galatea Technologies, which has created a tech platform to enhance workflows for operational, financial, and environmental performance.

The top companies, according to the Rice Alliance experts and investors, were:

  • Circular economy startup, Polystyvert. Based in Montreal, the company has created a unique dissolution recycling process that creates a material that can contribute to cutting carbon emissions by up to 90 percent.
  • United Kingdom-based Mirico provides a tracking technology to its customers to measure climate gases (like methane, carbon dioxide, nitrous oxide, and ammonia), across areas up to half a square mile and in all conditions.
  • Protein Evolution, from New Haven, Connecticut, taps into a combination of green chemistry and enzyme technology to break down synthetic polymers.
  • Another Canadian company, Ayrton Energy, based in Calgary, created a liquid organic H2 carrier (LOHC) storage technology presents an opportunity for large, scalable and efficient transport of H2 over long distances.
  • Also representing New Haven, Connecticut, Carbon Loop is on a mission to make carbon capture and conversion scalable through carbon dioxide electrolysis using a proprietary catalyst to convert captured carbon dioxide into methanol.d
  • Based in London, Mobilus Labs has designed a new way for frontline communication with an in-helmet hardware and software solution. software solution designed for the frontline workforce.
  • 1s1 Energy, based in California, is working on producing low-cost green hydrogen by creating new materials to unlock unprecedented electrolyzer efficiency, durability, and more.
  • From Skokie, Illinois, Numat is specializing in solutions within Metal-organic framework (MOF) research to enhance the process of separating the hazardous chemicals negatively impacting human health and the environment.
  • Mantel, headquartered in Cambridge, Massachusetts, created a molten borate technology to capture CO2 in a new and efficient way.
  • The lone Houston-based company, Mars Materials is working to produce acrylonitrile using CO2 and biomass to enable decarbonization applications in carbon fiber and wastewater treatment.
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This article originally ran on EnergyCapital.

Currently, methane leak detection requires human evaluation. With this innovative new company's tech, this process can be automated. Photo via Getty Images

Houston startup advances in Chevron's unique business accelerator

scaling up

A Houston startup that is developing a technology to detect methane leaks has moved on to phase two in Chevron's unique business accelerator.

Aquanta Vision Technologies, a Houston-based climate-tech startup, was selected to participate in the scale-up phase of Chevron Studio, a Houston program that matches entrepreneurs with technologies to turn them into businesses. Aquanta's computer vision software completely automates the identification of methane in optical gas imaging, or OGI. The technology originated from Colorado State University and CSU STRATA Technology Transfer.

Babur Ozden, a tech startup entrepreneur, along with Marcus Martinez, the lead inventor and Dan Zimmerle, co-inventor and director of METEC at CSU Energy Institute, came up with the technology to identify the presence and motion of methane in live video streams. Currently, this process of identifying methane requires a human camera operator to interpret the images. This can often be unreliable in the collection of emissions data.

Babur Ozden is the founder of Aquanta Vision. Photo via LinkedIn

Aquanta’s technology requires no human intervention and is universally compatible with all OGI cameras. Currently, only about 10 percent of the 20.5 million surveys done worldwide use this type of technology as it is extremely expensive to produce. Ozden said he hopes Aquanta will change that model.

“What we are doing — we are democratizing this feature, this capability, independent of the camera make and model,” Ozden tells EnergyCapital.

Aquanta’s software will be downloadable from App stores to the technician’s computers or phones.

“Our goal is to eliminate the absolute reliance of human interpretation and to give operators a chance to make detections faster and more accurately,” Ozden says.

“Our ultimate ambition is to reduce our footprint.” he continues. “Companies like Chevron and other leading players in the oil and gas industry are becoming much more committed (to reducing emissions)."

Aquanta will now test its software under various scenarios and develop an early commercial version of the product. In the next and final phase of the program, the company will begin marketing the technology for commercial use.

The goal of Chevron Studio is to take innovative new technologies out of the labs at universities and to scale them up to commercial ventures. The company takes the intellectual property developed at these labs and provides a platform to match entrepreneurs with the technology. The program provides funding to take the technologies from the very beginning to pilot and field trials. The National Renewable Energy Laboratory, or NREL, manages Chevron Studio and works closely with the entrepreneurs to guide them through the program.

Gautam Phanse, the strategic relations manager for Chevron Technology Ventures says he was impressed with Ozden’s background as an entrepreneur and in the technology he brought to the table.

“We are looking at experienced entrepreneurs. People who can take an idea and stand on their own and develop it into a business,” he tells EnergyCapital.

Earlier this year, Phanse spoke to InnovationMap about Chevron Studio and its mission to match entrepreneurs with promising technologies coming out of universities and labs. He said the current focus areas for Chevron Studio are: carbon utilization, hydrogen and renewable energy, energy storage systems and solutions for circular economy.

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This article originally ran on EnergyCapital.

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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.”

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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."