PCMA and Gevme launch Project Spark

The AI productivity tool, specifically designed for event planners, was launched at IMEX Frankfurt 2023.

Gevme’s Veemal Gungadin and PCMA’s Sherrif Karamat announced the launch of Project Spark at IMEX Frankfurt 2023.
Gevme’s Veemal Gungadin and PCMA’s Sherrif Karamat announced the launch of Project Spark at IMEX Frankfurt 2023.

“You can fear it, you can ignore it, but you cannot run away from it,” said Sherrif Karamat, CEO of PCMA and CEMA. “We prefer to run towards it.”

The ‘it’ in question is artificial intelligence, a fast-growing field which has taken the travel and MICE industries by storm since the recent launch of ChatGPT, OpenAI’s text-generating AI chatbot.

“The question is not if we will use AI, but how we will do it, and to make sure AI works for us, both collectively and individually, in positive ways” Karamat added. “Properly channelled, AI has the potential to empower each of us to accelerate innovation and progress for our audiences, our businesses, and our careers.”

Looking to “demystify” AI and help business event professionals ride the exponential wave, PCMA and Gevme yesterday at IMEX Frankfurt announced the launch of Project Spark, a free research and educational initiative to uncover the impact of generative AI on the business events industry.

A tool to jump-start routine event planning tasks

“Project Spark is an initiative driven by event professionals for event professionals,” said Veemal Gungadin, CEO of Gevme. “We have built on a tool that leverages generative AI to help event professionals boost their productivity, and in some cases over 70% time saving on setting tasks.”

Participants in Project Spark’s research phase will experience an early version of an AI platform under development, where the model will be tested for various practical applications within the scope of business events to understand its impact on workforce productivity.

The tool could be utilised by event professionals to jump-start routine event planning tasks such as generating ideas for events, setting out the agenda and session descriptions for conferences, reviewing of contracts, among others. The content could also be adjusted for tones, depending on the target audience, such as rigid tone for scientific events, and a causal tone for networking functions. For event marketers, the tool can also help content repurposing, such as turning existing videos into blog posts.

M&C Asia, together with sister titles of Northstar Meetings Group, were given a live demonstration during IMEX on how event professionals can utilise Project Spark to assist their work.


What differentiates Project Spark from other generative AI tools such as ChatGPT, according to Gungadin, is that event professionals will be able to find most of the common use cases across an event life cycle on one single platform, instead of having to download plugins to support various functions.

Event professionals who wish to be part of Project Spark are invited to join the community waitlist.