10 Houston companies clock in with best corporate cultures, says Forbes

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Houston Methodist boasts a great corporate culture. Photo via TMC.edu

Two of Houston's biggest medical institutions – Houston Methodist and MD Anderson Cancer Center – have just landed top-50 spots on Forbes' new ranking of "America's Best Employers for Company Culture." The report highlighted eight more Houston-area companies for their inspiring company culture.

Forbes partnered with market research firm Statista to survey over 218,000 workers at companies with at least 1,000 employees throughout the U.S, and relied on data from the past three years of employee surveys (with an emphasis on the most recent data and recommendations from current employees). Companies don't pay to be included, Forbes additionally noted.

Among the final list of 600 U.S. companies, 30 Texas employers were praised for providing "a unifying company culture that inspires a sense of purpose and loyalty among employees."

Houston Methodist climbed into the No. 15 spot nationally and outranked all other Texas companies on the list, while MD Anderson ranked 47th nationwide. Both institutions have dominated U.S. News' annual rankings of the best Texas hospitals for over a decade, proving exactly how having a great company culture can also improve the service provided to patients.

MD Anderson Cancer Center MD Anderson Cancer Center has been the No. 1 best cancer hospital in the U.S. for over a decade. Photo courtesy of KVUE

According to the report's research, employers with a successful company culture don't rely on "surface-level perks" such as free lunches, wellness apps, and flex days to inspire employee engagement. Instead, employers that focused on conflict resolution and coaching their managers saw a reduction in employee burnout and an increase in "perceptions of fairness and leadership care."

"In fact, the researchers noted that when 'senior leaders changed how they led — how they ran meetings, gave feedback, made decisions and responded to challenge — trust scores rose by an average of 26 percent,'" the report said.

The eight other Houston-area companies that earned national acclaim for their company culture are:

  • No. 220 – Stewart Info Services
  • No. 325 – BP
  • No. 332 – Baylor College of Medicine
  • No. 492 – Chevron Phillips Chemical, The Woodlands
  • No. 525 – Insperity
  • No. 558 – NRG Energy
  • No. 586 – Waste Management
  • No. 593 – LyondellBassell

Other Texas employers with great company culture:

Elsewhere in Texas, 15 North Texas companies and five Central Texas companies were included on Forbes' list of employers with the best company culture.

The three Austin-area companies that earned spots on the list include Austin Community College District (No. 56), Round Rock-based Dell Technologies (No. 207), and Keller Williams Realty (No. 352).

The two San Antonio-based companies that made the cut are beloved Texas grocery chain H-E-B (No. 445), and municipal electric utility company CPS Energy (No. 551).

The 15 Dallas-Fort Worth-based companies that made the list include:

  • No. 58 – The Container Store, Coppell
  • No. 73 – Lewisville Independent School District, Lewisville
  • No. 117 – Southwest Airlines, Dallas
  • No. 123 –Topgolf, Dallas
  • No. 170 – McKesson, Irving
  • No. 190 – Kimberly-Clark, Irving
  • No. 245 – Jacobs Solutions,Dallas
  • No. 312 – Brinker International, Coppell
  • No. 350 – Texas Health Resources, Arlington
  • No. 482 – Toyota North America, Plano
  • No. 562 – Dallas Area Rapid Transit (DART), Dallas
  • No. 567 – AT&T, Dallas
  • No. 569 – Energy Transfer, Dallas
  • No. 591 – American Airlines Group, Fort Worth
  • No. 597 – Aimbridge Hospitality, Plano
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This article originally appeared on CultureMap.com.

13 Houston-area businesses ranked on Time magazine's best midsize companies list. Photo via Getty Images

13 Houston businesses appear on Time's best midsize companies of 2025

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A Houston-based engineering firm KBR tops the list of Texas businesses that appear on Time magazine and Statista’s new ranking of the country’s best midsize companies.

KBR holds down the No. 30 spot, earning a score of 91.53 out of 100. Time and Statista ranked companies based on employee satisfaction, revenue growth, and transparency about sustainability. All 500 companies on the list have annual revenue from $100 million to $10 billion.

According to the Great Place to Work organization, 87 percent of KBR employees rate the company as a great employer.

“At KBR, we do work that matters,” the company says on the Great Place to Work website. “From climate change to space exploration, from energy transition to national security, we are helping solve the great challenges of our time through the high-end, differentiated solutions we provide. In doing so, we’re striving to create a better, safer, more sustainable world.”

KBR recorded revenue of $7.7 billion in 2024, up 11 percent from the previous year.

The other 12 Houston-based companies that landed on the Time/Statista list are:

  • No. 141 Houston-based MRC Global. Score: 85.84
  • No. 168 Houston-based Comfort Systems USA. Score: 84.72
  • No. 175 Houston-based Crown Castle. Score: 84.51
  • No. 176 Houston-based National Oilwell Varco. Score: 84.50
  • No. 234 Houston-based Kirby. Score: 82.48
  • No. 266 Houston-based Nabor Industries. Score: 81.59
  • No. 296 Houston-based Archrock. Score: 80.17
  • No. 327 Houston-based Superior Energy Services. Score: 79.38
  • No. 332 Kingwood-based Insperity. Score: 79.15
  • No. 359 Houston-based CenterPoint Energy. Score: 78.02
  • No. 461 Houston-based Oceaneering. Score: 73.87
  • No. 485 Houston-based Skyward Specialty Insurance. Score: 73.15

Additional Texas companies on the list include:

  • No. 95 Austin-based Natera. Score: 87.26
  • No. 199 Plano-based Tyler Technologies. Score: 86.49
  • No. 139 McKinney-based Globe Life. Score: 85.88
  • No. 140 Dallas-based Trinity Industries. Score: 85.87
  • No. 149 Southlake-based Sabre. Score: 85.58
  • No. 223 Dallas-based Brinker International. Score: 82.87
  • No. 226 Irving-based Darling Ingredients. Score: 82.86
  • No. 256 Dallas-based Copart. Score: 81.78
  • No. 276 Coppell-based Brink’s. Score: 80.90
  • No. 279 Dallas-based Topgolf. Score: 80.79
  • No. 294 Richardson-based Lennox. Score: 80.22
  • No. 308 Dallas-based Primoris Services. Score: 79.96
  • No. 322 Dallas-based Wingstop Restaurants. Score: 79.49
  • No. 335 Fort Worth-based Omnicell. Score: 78.95
  • No. 337 Plano-based Cinemark. Score: 78.91
  • No. 345 Dallas-based Dave & Buster’s. Score: 78.64
  • No. 349 Dallas-based ATI. Score: 78.44
  • No. 385 Frisco-based Addus HomeCare. Score: 76.86
  • No. 414 New Braunfels-based Rush Enterprises. Score: 75.75
  • No. 431 Dallas-based Comerica Bank. Score: 75.20
  • No. 439 Austin-based Q2 Software. Score: 74.85
  • No. 458 San Antonio-based Frost Bank. Score: 73.94
  • No. 475 Fort Worth-based FirstCash. Score: 73.39
  • No. 498 Irving-based Nexstar Broadcasting Group. Score: 72.71
Business leaders can foster a positive and productive work environment by implementing clear policies, focusing on the company's mission, and promoting respect and neutrality amid divisive cultural and social issues. Photo via Getty Images

Houston expert: How leaders can manage divisive topics in the workplace to maintain a unified culture

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Social issues to economic pressures and personal challenges are all stressors businesses must face and navigate. When employees face these obstacles, they can impact their performance. Amid it all, business leaders must adopt proactive strategies to maintain morale, professionalism and productivity.

People bring divisive topics into the workplace. Everyone has a different opinion on today’s news and current events, which can excite some and alienate others. Below are key strategies that employers can implement to manage potential conflicts and foster a positive work environment.

Create clear policies

Tempering controversial topics and cultural discussions is done with clear policies that outline acceptable behaviors. These policies should cover physical and virtual workspaces, specifying topics and content that are appropriate for work. What may seem like neutral items, like photos or trinkets seen on a video call, can sometimes stir controversy if they carry controversial associations.

Policies need to clearly state what is considered controversial cultural discussions and what is acceptable to address in the office or post on social media. Exceptions may be needed for discussions protected under the National Labor Relations Act, such as employees discussing wages. Removing vagueness helps set clear expectations and avoid misunderstandings.

It’s critical for leadership to follow the policies they developed. By their own actions, leadership can show the importance of staying neutral and professional at work. This sets a standard others can follow, resulting in a more focused and cohesive workplace. Conversely, if leaders openly discuss hot topics, employees may feel encouraged to do the same, creating undue tension among team members.

Remember clients and customers

Clients and customers likely have different opinions than your business leaders. Avoiding divisive topics and discussions helps bolster good working relationships with clients and customers who most certainly have a wide range of cultural views.

Everyone within the company, from the top down, should focus on the company's core mission. This laser focus will help maintain client relationships.

Strengthen mission and values

Most things today can become politicized, so it can be beneficial to take a close look at the company’s mission statement and values. It’s important to ensure these statements continue to reflect the company’s commitment to positive contributions for the broader community, clients, and employees. No matter the size of the company, the mission and values should provide a unifying purpose that can help buffer the workplace from tensions.

In today’s complex cultural landscape, it is important to create a culture of respect, neutrality, and complete focus on the company’s mission.

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Jill Chapman is a director of early talent programs with Insperity, a leading provider of human resources and business performance solutions.

The rules surrounding employment in the U.S. are a moving target. Companies must stay up-to-speed on the various regulations that may impact their operations. Photo via Getty Images

Houston expert on how you can keep your company HR compliant

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Failing to remain compliant with federal and state employment laws can be costly for businesses. Doing so can lead to audits or even lawsuits.

At the same time, keeping up to date with new human resource rules and regulations may seem like a significant task, especially for small businesses focused on maintaining sufficient staffing, making payroll, keeping the lights on and building a positive culture. Companies can prevent minor mistakes from snowballing into big problems by following these tips.

Recognize the most common HR compliance mistakes

There are a few HR compliance areas where companies big and small are prone to errors. One of the most common and costly mistakes can be the incorrect classification of employees. The rules can vary significantly for full-time, part-time and contract employees when it comes to areas like benefits coverage, tax responsibilities and employment status. Failures to submit required paperwork and noncompliance with state and federal safety regulations are other common problem areas. In addition to any local or state regulations related to employment, companies should also be familiar with the requirements of the Fair Labor Standards Act (FLSA), which establishes minimum wage, overtime pay, record keeping and youth employment standards, covering employees in the private sector and in federal, state and local governments.

Support Title VII compliance

Employers and employees should be well-versed when it comes to workplace discrimination and anti-harassment laws, but they don’t just apply to managers and staff. Title VII applies to discrimination and harassment from clients, vendors and even customers. Because discrimination and harassment are often thought of as “internal workplace issues,” many companies may not be aware that they can be held responsible for the actions of non-employees when the employer (or its agents or supervisory employees) knew or should have known of inappropriate conduct and failed to take immediate and appropriate corrective action. This is why employees should be well aware of the protections in place and understand the importance of reporting harassing conduct.

Know AI-related regulations as they intersect with employment best practices

Companies are increasingly using AI in a variety of helpful ways. For instance, many employ smart software solutions to match candidates to open positions. However, these technologies can also pose a risk as they quickly evolve, along with the laws that govern them. Some AI programs may demonstrate bias to certain individuals or groups and certain cities and states are enacting legislation to prevent these kinds of issues.

Understanding varying payroll requirements

Prior to 2020, remote work options were becoming an increasingly popular benefit. The pandemic led to this option's explosive, lasting expansion. Nowadays, employees can work from other states, other times zones and even from other countries. While this is an attractive benefit to offer - especially across the technology and software sectors - there are some regulations that companies should know about.

At the top of the list are payroll laws, which can vary significantly from state to state. Employees in other states may be subject to city or state minimum wage laws or pay frequency requirements that differ from the regulations where the company headquarters is based. Overtime regulations and payroll deductions may also vary. A contracted payroll provider can help address these issues. Still, if these functions are led internally, care should be taken to stay current with the evolving regulatory landscape across the U.S.

With so many areas where mistakes can be made, companies can avoid costly errors by obtaining outside help. An employment attorney can assist in identifying and eliminating risks before they arise. Another option for small and medium-sized businesses is partnering with a professional employer organization (PEO

The rules surrounding employment in the U.S. are a moving target. This is why companies must stay up-to-speed on the various regulations that may impact their operations and be prepared to adjust as needed.

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Fernanda Anzek is managing director of HR services with Insperity, a Houston-based provider of human resources and business performance solutions.

Here’s some advice on how to successfully navigate the current hiring atmosphere, where college graduates may play a big role in combatting staffing shortages. Photo via Getty Images

Bridging the skills gap: How recent college grads can help address urgent staffing needs

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With the current low unemployment rate, locating seasoned and talented staffers who require minimal training is no small task, especially within the high-tech sector. At the same time, college graduates are hungry for new opportunities. In fact, according to the Federal Reserve Bank of St. Louis, many new workforce members are currently underemployed. Approximately 4 in 10 are working in a job that does not utilize the skills they recently obtained on a college campus.

On the employer side, there’s the fear of excessive onboarding needs. On top of that, many hiring managers are afraid that recently trained staffers will simply move on to a new opportunity in a few short years or even months.

But when faced with multiple open positions, is it worth taking the chance on the newest members of the workforce? Here’s some advice on how to successfully navigate the current hiring atmosphere, where college graduates may play a big role in combatting staffing shortages.

Consider culture fit

Hard skills are always important. But at the same time, recognize bright and energetic applicants equipped with a baseline of strong knowledge also tend to be rapid learners. These individuals can often get up to speed quickly as long as they receive the appropriate level of training and mentoring over their first few months on the job. In short, there are many cases where hard skills can be taught.

But how about soft skills?

Identifying candidates who understand and appreciate the company’s culture is a separate but critically important issue. When considering whether to bring an individual on board, be sure to assess all of their compatibilities as well. Often, some extra training for an employee who already values and appreciates the company environment results in a staff member who will stay with and benefit the organization for many years to come.

Look for transferable skills

In the current highly competitive hiring atmosphere, it can be difficult to locate candidates with skills that perfectly align with the needs of open positions. Therefore, it’s important for HR staff and hiring managers to consider transferrable skills. While an individual candidate may not be familiar with a particular software solution, do they have any experience that suggests they are well-equipped to navigate relatively similar systems? Be sure to closely review resumes and CVs that might reveal these hidden strengths. In addition, make certain your list of candidate interview questions is crafted to elucidate this kind of information. Remember that recent college graduates often lack significant interview experience. As a result, you may need to pose specific questions that get to the heart of the information you are seeking. For example, you might ask a candidate to relay past experiences where they needed to learn a new skill or solve a complex problem rapidly. This helps identify whether they can navigate new waters in the workplace or whether they can translate previously held skills into new ones.

Benefits of in-house development programs

Skilled employee shortages tend to surface repeatedly. Even if you don’t have any openings right now, things can change rapidly in a matter of months or even weeks. Because this is the case - especially in the technology sector - consider launching internal training programs that help recent hires learn new skills or sharpen older ones. One option would be in-house training by a skilled staffer as part of the new employee onboarding process. Other possibilities include online learning sessions or a partnership with a local college. Training programs can also be launched to help longtime employees learn new skills as emerging, modernized systems are introduced into the workplace, benefitting the company’s entire workforce.

Track new employee progress

All new employees — whether they are recent college grads or more established members of the workforce - can benefit greatly from a performance review process that features frequent check-ins throughout the initial stages of employment. Supervisors should try to meet weekly or biweekly with new staff during their onboarding process to assess their progress in learning new skills, while identifying needs for additional training. Managers should also regularly communicate with mentors assigned to new employees to ensure skills are developed in a positive learning atmosphere.

In addition to any perceived hurdles, companies should also consider the many benefits of hiring recent college graduates. In some cases, they might bring with them new insights and experiences with emerging technologies. They often arrive with an eagerness to learn and they can introduce ideas and energy, creating increased enthusiasm in the workplace.

When it comes to filling vacant positions, there are many cases where considering recent college graduates can greatly benefit your company. A little training and mentoring can often go a long way and sometimes, taking a chance on a yet unproven, but smart and energetic candidate can land a professional who will benefit the organization for years or even decades to come.

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Jill Chapman is a director of early talent programs with Insperity, a leading provider of human resources and business performance solutions.

Talking about "personality hires"" is trending — but are they right for your company? Photo via Getty Images

Houston expert: Why employing 'personality hires' is good for your business

guest column

The concept of a “personality hire,” those who are hired more for their soft skills rather than their technical skills, has gained traction, sparking discussions and even memes on platforms like TikTok.

However, these online narratives often cast personality hires in a negative light, overlooking the unique value they can bring to an organization. In reality, personality hires can be instrumental in strengthening corporate culture. They often possess a unique blend of soft and hard skills, contributing to the company's success by boosting morale and fostering team unity.

Business leaders' big question is whether personality hires are worth adding to their organization given that their strongest contributions are creating a positive work environment. Yet, those working with a purported “personality hire” know they contribute more than good energy. Building a team of employees with differing strengths, expertise and personalities strengthens the overall success of an organization.

Personality hires can manage relationships and create team unity, and the following ways are how they can benefit the business and improve corporate culture.

Bring People Together

Personality hires possess a unique set of skills that are often undervalued. They excel at building and maintaining relationships, a crucial aspect of business. Their ability to connect with others, foster trust and understand different working styles is a valuable asset that can take years for others to develop.

One of the key roles of a personality hire is in conflict resolution. Their understanding of communication and working styles allows them to navigate disputes and find common ground in tense situations. This ability to bring balance and harmony can have a positive impact on the overall work environment and contribute to employee retention.

Bridge the Gap

A successful organization strives to establish a solid workplace culture, but it takes continuous work. Personality hires put culture into action and encourage others to follow suit. They do this by embracing their strong communication skills, boosting team morale and supporting their peers.

Personality hires naturally bring unity to the organization. Their skills help bridge the gap between the work and a positive employee experience. When employees are engaged throughout the workday, productivity levels can increase.

Provide Balance

Not everyone is on the same page regarding personality hires and their impact on an organization. Some may view them as a breath of fresh air, and others do not feel they add substantial value. To ensure a personality hire brings value beyond just team cheerleader, work to develop their skills and competencies early. This allows them to contribute to the team quickly and fully demonstrate their value, which builds trust within the team.

The success of a team is dependent on hiring the right culture fit, which includes personality and competency. It is possible to have both, but it is important to remember many hard skills can be taught, whereas soft skills are harder to teach. You want to look for people who will fit culturally within the organization and possess the skills needed to do well within the role.

There are warnings when making personality hires. Hiring people based on who you “like” or who exhibits “charm” can lead to biased hiring. Your hiring practices should not be based on personal likes or dislikes. If an organization adopts this hiring practice, it runs the risk of creating a homogenous workforce. Additionally, there are risks associated with personality assessments because they can be deemed a discriminatory practice.

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Julia Lyons-Ryle is a performance specialist with Insperity, a Houston-based provider of human resources and business performance solutions.

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

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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

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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

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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."

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