Spark, a purpose-built AI platform for the events industry, has garnered more than 11,000 users since its June 2023 launch, with 70 per cent hailing from the US.
Other big users are Singapore, Canada and the UK.
Spark is a collaboration between Professional Convention Management Association (PCMA) and Singapore-based online event management company Gevme.
At PCMA’s Business of Events (BOE) in Singapore on April 15, Chantal Sturk-Nadeau, vice president of Spark and PCMA Insights, told TTGmice that small- to medium-sized businesses are leading users within the association segment.
“The event world is undergoing a seismic shift in how value is created. Spark embodies this transformation, leveraging AI for personalised experiences and revenue optimisation,” she said.
The team is increasing sales and marketing activity to boost awareness across all markets.
“We’re also rolling out a game-changing training platform because successful transformation hinges on know-how. This isn’t just about productivity; it’s about empowering event professionals to make AI-driven strategic decisions, taking their game to the next level,” Sturk-Nadeau said.
After Sturk-Nadeau’s introduction, Paula Rowntree, head of external engagement for the Australian Psychological Society and founder of Business Events Network, presented the platform’s core capabilities. She showed how it differs from mainstream AI tools and can assist with tasks such as content generation, idea brainstorming, legal drafting and content repurposing.
Participants then engaged in hands-on exercises with real-world scenarios, led by Rowntree, Sturk-Nadeau, and Keerat Singh, the head of revenue growth & partner engagement at Gevme.
The second session went into advanced AI applications, guiding participants through building and deploying custom AI agents to support everything from budget planning and workflow automation to personalised attendee engagement.
“At Spark Labs, we’re turning possibilities into action,” said Singh. “From creating custom workflows to embrace the human and AI synergy in the meetings industry, to designing smarter, more personalised experiences, we’re equipping event professionals with tools to innovate with intention and impact.”
