SideFX, a leader in visual effects software, has partnered with Endava, a leading technology services corporation, to transform synthetic data creation for AI and ML applications
22 APRIL 2025 – Endava, the technology-driven business transformation group whose AI-native approach combines cutting edge technology with deep industry expertise, today announces its strategic partnership with SideFX, a leading developer of Houdini 3D procedural animation and visual effects software, to revolutionise the creation and deployment of synthetic data for artificial intelligence (AI) and machine learning (ML) applications within the field of Computer Vision.
Through this partnership, artists and developers will benefit from the ability to generate highly varied and realistic data sets in Houdini with pixel-perfect ground truth annotations that mimic complex real-world environments. This is particularly crucial for fields like manufacturing line inspection, autonomous vehicle training and other advanced simulations, where precision and realism are key to innovation.
Synthetic data is crafted by skilled artists using visual effects tools to simulate realistic, high-quality images and environments. Visual synthetic data, which refers to images, videos, and 3D model data, is useful for scenarios where it’s impractical, complex or simply impossible for humans to accurately and efficiently label or annotate real world images. Synthetic data is at the intersection of visual effects and data science, combining technical artistry with machine learning expertise to unlock AI-driven capabilities for understanding visual information.
The partnership combines Endava’s ability to generate high-quality synthetic data and expertise in building production-ready machine learning models with SideFX’s renowned VFX software suite for simulation and procedural content creation.
At the core of this partnership is the mutual commitment to empowering teams that build AI-powered computer vision. It is set to provide more accessible, efficient and scalable workflows, allowing artists, developers, and data scientists to maximize the effectiveness of synthetic data solutions.
Originally developed by the AI Vision team at Endava, SideFX Labs is now publishing a suite of tools designed to generate dataset variations and annotations suitable for training Computer Vision scenarios.
Judith Crow, VP Strategic Partnerships at SideFX, said: “Endava’s robust synthetic data expertise will help us work even closer with studios who turn to Houdini to tackle their computer vision production challenges. As we continue to build on the foundation of Endava’s synthetic data tools, artists will be more efficient in creating training datasets through a standardized framework that seamlessly integrates into existing workflows.”
“This collaboration with Endava not only makes sense on a technical level, but it is closely aligned with our ethos and core values. Balancing innovation with integrity is an essential part of what we do and Endava’s customer-centric vision helps us empower artists and revolutionise the world of visual simulation and visualization together.”
Jon Hanzelka, Global SVP & Head of Synthetic Data at Endava, said: “Artists continue to play a critical role in the advancement of AI and machine learning. The ability to create realistic, high-quality synthetic data is directly tied to their skills and expertise in content creation, proceduralism, and simulation. Given these skills are essential to building better machine learning models, it’s important that artists feel empowered to contribute directly to the development of production-ready AI systems,
and have the right tools and to do so. Working with SideFX on making this a reality is equally exciting and rewarding.”
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About Endava PLC:
Endava is a leading provider of next-generation technology services, dedicated to enabling its customers to accelerate growth, tackle complex challenges and thrive in evolving markets. By combining innovative technologies and deep industry expertise with an AI-native approach, Endava consults and partners with customers to create solutions that drive transformation, augment intelligence and deliver lasting impact. From ideation to production, it supports customers with tailor-made solutions at every stage of their digital transformation, regardless of industry, region or scale.
Endava’s clients span payments, insurance, finance and banking, technology, media, telecommunications, healthcare and life sciences, mobility, retail and consumer goods and more. As of December 31 2024, 11,668 Endavans have helped clients break new ground across locations in Europe, the Americas, Asia Pacific and the Middle East.
About SideFX:
SideFX is a leading software company specialising in 3D animation and visual effects software. Founded in 1987, SideFX is renowned for its flagship product, Houdini, which is widely used in the film, gaming, and advertising industries for its powerful procedural generation capabilities. With a commitment to innovation and excellence, SideFX continues to push the boundaries of what is possible in digital content creation.
About SideFX Labs
SideFX Labs is developed by SideFX to be an artist-friendly toolset that extends Houdini’s functionalities. SideFX Labs features many tools and utilities broadly useful for games development, film & TV, motion graphics, and other industries. It contains hundreds of Houdini Digital Assets (HDAs), various Python modules, game engine plugins, Houdini UI extensions, custom VEX functions, and more.
SideFX Labs differs from native Houdini in that it is free, open-source, and independent of Houdini’s annual or biannual release schedule. It is also the place where third-party software integrations and some of the more experimental tools and workflows are made available.
