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PCMA APAC Labs, Melbourne – The Future of Work: Impact of AI on the Workforce

September 13, 2023 @ 9:00 am11:00 am AEST

Technology and digitisation are rapidly changing the way we work. The accelerated adoption of technology during pandemic has impacted the work-life balance perspective of the workforce.

Join us at the PCMA APAC Labs to discover The Future of Work: Impact of AI on the Workforce. This peer-focused mini workshop will cover: 

  • Current state of AI and generative AI and its impact on the workforce
  • Real-world applications and its use in event lifecycle
  • How to equip yourself and your teams to work alongside such technology
  • Guided hands-on workshop using SPARK, PCMA’s AI tool, for event ideation, content generation, and marketing communications.

This technology has the potential to revolutionise the way we work, help with the talent shortage crisis (maybe), but also raises questions about job displacement and re-skilling. 

Early Access to SPARK: The AI tool by Eventprofs, for Eventprofs

Project SPARK – the AI Tool for Eventprofs, by Eventprofs, is a once in a generation opportunity for the business events industry to understand and define how a disruptive technology will shape our chosen profession — the business events industry.

Project SPARK is developed and aimed at helping you jumpstart routine event design and planning tasks, content generation and marketing communications. Spark is designed to complement your skills and expertise, not replacing them.

The waitlist for early access to Spark is growing. PCMA APAC Labs: Future of Work attendees will gain early access to SPARK!

Event Details

Date: Wednesday, 13 September 2023
Time: 9:00am – 11:00am AEST  [ SAVE THE DATE ]
Venue: Melbourne, Australia (Actual venue will be informed via email)

Limited spots available – priority will be given to PCMA Members. A confirmation email with event specifics will be sent to confirm registrations nearer to the event date.

Who should attend

Event organisers | Event marketers | Event managers | Agency leaders | Marketers | Association leaders 

Hear from our past participants on June Labs:

  • It’s amazing to realize the potential of AI in enhancing efficiency. I even created a task list to use Spark that can improve my team’s productivity. My first PCMA Labs experience was fantastic – great topics and terrific networking opportunities with like-minded professionals.

    Kym De Britt, Chief Executive Officer, Australian Dental Association
  • “Today’s session highlighted the potential of AI technology in our industry, urging us to embrace new tools and skills for improved productivity. PCMA Labs provide a valuable opportunity to connect with knowledgeable professionals and enhance the events landscape.”

    Zarina Othman, Head of Operations, Asia, European Society of Medical Oncology
  • I can imagine using Spark in our workflow as part of our daily tasks eventually. It was nice to know what is available out there and PCMA Labs condensing a variety of useful information about AI together makes it easier for us in the community to absorb it.

    Jane Saunders, Director Of Operations, MCI Hong Kong & Macau
  • “AI is the way forward for every industry, and it’s wonderful to witness Spark’s potential in my workflow to make my day-to-day work easier. I thoroughly enjoyed my experience at PCMA Labs, catching up with familiar faces, and networking with peers from the industry.”

    Emma Scown, Strategic Experiences Consultant, Salesforce
  • “Today’s session was an informative and eye-opening experience, providing clarity on AI and its opportunities. PCMA Labs showcased Spark’s potential in the MICE industry from vetting legal contracts to crafting emails and agenda. We are exceptionally happy to partner with PCMA on the series of PCMA labs to get together with industry partners.”

    Genevieve Lim, Director – MICE Management, Marina Bay Sands
  • AI is here to stay, and it will continue to improve our work and lives. While Spark has the potential to improve my workflow, deeper exploration of real-life applications is necessary. The knowledgeable speakers at the Labs pleasantly surprised me with their in-depth dive, providing clear real-life examples of AI and interesting tools for practical use.

    Eric Chew, Digital Director & Account Director, Agenda Consulting
  • PCMA Labs offers practical guidance on utilizing AI for industry benefits, emphasizing the importance of human touch and reducing workload while enabling deeper content refinement.

    Erica Seo, Director, Business Strategy – APAC / Managing Director, George P Johnson Experience Marketing
  • “AI is not going to replace us; it enhances productivity and lets us focus on more important tasks. It’s interesting to see Spark’s capabilities in generating content, and its recap video feature is especially intriguing for me to capture information.”

    William Gunner, Senior Event Producer, Lateral Events
  • It’s exciting to know that there are readily available AI technologies for us to utilize. I am thrilled by Spark’s potential and its ability to save us a significant amount of time. Timely topic for us, and fantastic networking opportunities to reconnect with my PCMA colleagues.

    Julie McGraw, Managing Director, GEMS Event Management Australia
  • Today’s session was enriching, bringing together professional from diverse industries providing different perspectives. I was impressed with the quality of the content Spark generated, and happy to be able to meet and exchange experiences with fellow educators.

    Jeslin Wee, Senior Education Specialist, Ngee Ann Polytechnic
  • The interactive session on Project Spark and its transformative power in the field of event management was truly eye-opening. The energy in the room was fantastic, and the diverse global audience made it an enriching experience. Kudos to the moderator and speakers for an exceptional session.

    David Blansfield, Executive Vice President, Northstar
  • Discovering AI’s impact was eye-opening. Project Spark excites me with time-saving efficiency, benefiting juniors and streamlining solutions for seniors. PCMA Labs offers opportunities to reconnect, learn, and explore AI’s potential.

    Karine Koh, Managing Director, Asia & Oceania, ARHT


Darren Gorelick
Founder, Apex Agility | Head of APAC, Dawn of Disruption

Darren Gorelick is an experienced AI and technology consultant who helps organizations improve their performance through immersive edutainment. With over 25 years of diverse industry experience, he offers expertise in innovation and organizational transformation.

Darren holds leadership positions in AI educational and professional development products. He provides tailored presentations and talks on AI’s impact, as well as a game-based learning experience called “Dawn of Disruption” that explores real-world AI applications. This hands-on approach encourages active participation and equips participants with actionable strategies.

Darren’s products drive innovation, enhance customer experiences, reduce costs, and boost competitiveness, offering valuable insights into the expanding role of AI in business.

Check out Darren’s Linkedin.

Daniel Tjan

Director, Business Innovation, Gevme

Daniel Tjan is the Director of Business Innovation at Gevme, with 18 years of experience in the technology industry. He has worked closely with Singapore’s leading government, enterprise, education, and MICE clients on various event technology-related projects. An expert in identifying and resolving problems using technology and relating it to existing business processes. He has trained and consulted with both senior management and end-users from different backgrounds and learning styles.

At PCMA Labs, Daniel will be discussing the impact of AI on the workforce and explore the potential for AI to revolutionize the way we work as well as the challenges it presents.

Check out Daniel’s Linkedin.

About PCMA Labs

PCMA Labs is a sandbox for event organisers, marketers, event managers, and event strategists. Explore business events industry trends and pain points in a safe environment where you will be challenged to think out of the box, where the seemingly impossible may be possible with collective wisdom and action. Build trusted, peer-to-peer relationships and be part of a community that innovates and shapes the future of our industry. 



September 13, 2023
9:00 am– 11:00 am
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