Endava, SideFX Boost Artificial Intelligence with Synthetic Data

News Desk - 22/04/2025

Endava, a technology-driven business transformation company, has announced a strategic partnership with SideFX, creators of the Houdini 3D procedural animation software. This collaboration aims to transform how synthetic data is created and used for artificial intelligence (AI) and machine learning (ML) applications in computer vision.

Together, Endava and SideFX are introducing a new way for developers and artists to generate realistic and varied datasets. These datasets include pixel-perfect annotations, which are essential for training AI systems in areas such as autonomous vehicles, manufacturing inspections, and robotics.

Synthetic data is created using visual effects tools to simulate real-world environments. It is especially useful when collecting and labeling real data is difficult or inefficient. By using synthetic data, teams can accelerate AI development while maintaining quality and accuracy.

Endava brings expertise in AI model development and synthetic data generation. SideFX offers Houdini’s industry-leading capabilities in simulation and procedural content creation. Their combined solution allows for more efficient, scalable, and streamlined workflows.

Originally developed by Endava’s AI Vision team, a new suite of tools is now being released through SideFX Labs. These tools allow users to easily create and customize datasets for various computer vision use cases.

According to Judith Crow, VP of Strategic Partnerships at SideFX, the partnership helps artists work more efficiently within existing production pipelines. She emphasized that combining visual effects and AI can support the evolving needs of studios and developers alike.

Jon Hanzelka, Global SVP & Head of Synthetic Data at Endava, noted that artists play a key role in shaping AI. Their skills in content creation and simulation are vital to building high-quality datasets. With this partnership, he said, artists now have better tools to contribute directly to AI development.

This partnership reflects a shared vision of innovation. It also highlights how synthetic data can unlock new possibilities in artificial intelligence, helping teams train smarter, faster, and with greater precision.