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An Introduction to PCMA’s AI Tool, Project SPARK


In the dynamic world of business event management, where time is as valuable as creativity, generative AI emerges as a game-changer.

For event professionals, the advent of AI tools like PCMA’s SPARK—"a free education and development initiative to shed light on the evolving place of AI in the business events industry”—isn't just about embracing new technology, it's about revolutionizing how we approach productivity. Generative AI transcends traditional boundaries, automating mundane tasks and sparking innovative ideas, thereby allowing planners to focus on what truly matters: creating memorable events.

PCMA SPARK Home Screen
PCMA SPARK Home Screen

One of the standout features of SPARK is its ability to repurpose content, particularly video, which is a goldmine in today's digital-first world. Imagine transforming a single keynote speech or panel discussion into a plethora of engaging content formats. SPARK's AI-driven platform does just that, efficiently converting videos into blog posts, social media snippets, educational materials and more. This not only saves countless hours but also ensures that your content reaches a wider audience across various platforms and channels.

The productivity gains here are twofold. Firstly, SPARK significantly reduces the time and resources typically required for content creation. What used to take days, if not weeks—from transcribing videos to crafting multiple content pieces—can now be achieved in a fraction of the time. This efficiency allows event planners to focus on other critical aspects of event management, such as attendee engagement and logistics.

[Related: 10 Tips for Using AI to Radically Improve Meetings and Events Tasks]

Bruce MacMillan
Bruce MacMillan

Secondly, SPARK's content repurposing capability ensures that the value of every event is maximized. By turning a single event into multiple content assets, planners can maintain a consistent and compelling online presence. This is crucial in an era where digital content is key to audience engagement and brand visibility. Moreover, the diverse range of content formats caters to different audience preferences, increasing the reach and impact of your event.

In conclusion, SPARK isn't just a tool; it's a strategic ally for business event meeting planners. By harnessing the power of generative AI for tasks like video repurposing, SPARK not only boosts productivity but also elevates the quality and reach of event content. It's time to embrace this AI-driven future and unlock new levels of efficiency and creativity in event planning.

Stay tuned in upcoming issues of Meetings Today and online at for specific use-case scenarios in which SPARK can help in your job planning meetings and events.

To learn more about SPARK, visit

Listen next: Game Changer: Sherrif Karamat on PCMA’s New Project Spark AI Release

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About the author
Bruce MacMillan

Chief Innovation Officer at PCMA Bruce MacMillan is a seasoned professional with a rich background in strategic marketing, technology integration and change management. At PCMA, he integrates events, MARCOMM, editorial content and technology to elevate performance and audience engagement. MacMillan is PCMA’s executive lead in Project SPARK—PCMA’s AI start-up with GEVME—and also leads the management of PCMA’s business intelligence consultancy, PCMA Insights.