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Strategic partnership announced
On April 22, 2025, in London, UK, Endava, a business transformation group focused on technology, unveiled its strategic partnership with SideFX, the creators of Houdini 3D software. This collaboration aims to redefine the process of generating synthetic data for artificial intelligence (AI) and machine learning (ML) applications, particularly in the realm of computer vision. By merging their expertise, both companies aspire to enhance the quality and efficiency of data creation, a crucial element in advancing AI technologies.
Benefits of synthetic data generation
This partnership is set to empower artists and developers, enabling them to create realistic and diverse data sets within Houdini. These data sets will come with precise pixel-perfect annotations that simulate intricate real-world scenarios. Such capabilities are essential for various applications, including manufacturing line inspections, autonomous vehicle training, and other advanced simulations where accuracy and realism are vital for innovation.
Synthetic data is crafted by skilled artists utilizing visual effects tools, which allows for the generation of high-quality images and environments. This type of data is particularly advantageous in situations where it is impractical or impossible for humans to label real-world images accurately. Bridging the gap between visual effects and data science, synthetic data combines artistic talent with machine learning expertise, unlocking AI’s potential to interpret visual information effectively.
Integrating expertise for innovation
The collaboration leverages Endava’s proficiency in creating high-quality synthetic data and developing production-ready machine learning models, alongside SideFX’s acclaimed visual effects software suite. At the heart of this partnership is a shared commitment to empowering teams that develop AI-driven computer vision applications. This initiative aims to create more accessible, efficient, and scalable workflows, enabling artists, developers, and data scientists to maximize their use of synthetic data solutions.
New tools for enhanced workflows
Originally developed by Endava’s AI Vision team, SideFX Labs is now releasing a suite of tools designed to generate varied datasets and annotations suitable for training computer vision models. Judith Crow, VP of Strategic Partnerships at SideFX, emphasized that Endava’s deep expertise in synthetic data creation will facilitate closer collaboration with studios relying on Houdini to address their computer vision production challenges. This partnership not only enhances technical capabilities but also aligns with both companies’ core values of innovation and integrity.
Empowering artists in AI development
Jon Hanzelka, Global SVP & Head of Synthetic Data at Endava, highlighted the critical role artists play in the evolution of AI and machine learning. Their ability to produce realistic, high-quality synthetic data is intrinsically linked to their skills in content creation and simulation. Hanzelka noted the importance of empowering artists to contribute directly to the development of AI systems, equipping them with the right tools to enhance their creative processes.
About Endava PLC
Endava is a prominent provider of next-generation technology services, focused on helping clients accelerate growth and navigate complex challenges in dynamic markets. By blending innovative technology with profound industry knowledge through an AI-native approach, Endava collaborates with clients to devise solutions that drive transformation and deliver sustainable impact. The company supports clients through every phase of digital transformation, no matter their industry or geographic location.
Endava’s diverse clientele
Endava serves a wide range of industries, including payments, insurance, finance, technology, telecommunications, healthcare, and retail. With a workforce of over 11,600 professionals as of December 31, 2024, Endava has established a significant presence across Europe, the Americas, Asia Pacific, and the Middle East.
About SideFX
Founded in 1987, SideFX is a leading software company recognized for its innovative 3D animation and visual effects software, particularly its flagship product, Houdini. Known for its powerful procedural generation capabilities, Houdini is widely adopted in the film, gaming, and advertising sectors. SideFX remains committed to pushing the boundaries of digital content creation through continuous innovation.
Exploring SideFX Labs
SideFX Labs is an artist-friendly toolset that expands Houdini’s functionalities, offering tools and utilities beneficial for various industries including game development and motion graphics. Unlike the standard Houdini software, SideFX Labs is free and open-source, allowing for experimental tools and third-party software integrations. It provides users with the flexibility to explore new creative possibilities without being tied to traditional release schedules.
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