Empowering Firms with AI-Generated Content: Strategic Approaches to R&D and Advertising in the Era of Generative AI

Longyu Li; Jizi Li; Nazrul Islam; Justin Zuopeng Zhang; Abhishek Behl

doi:10.1109/TEM.2025.3552142

Empowering Firms with AI-Generated Content: Strategic Approaches to R&D and Advertising in the Era of Generative AI

Longyu Li, Jizi Li, Nazrul Islam, Justin Zuopeng Zhang, Abhishek Behl

Management

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	IEEE Transactions on Engineering Management
DOIs	https://doi.org/10.1109/TEM.2025.3552142
State	Accepted/In press - 2025

ASJC Scopus Subject Areas

Strategy and Management
Electrical and Electronic Engineering

Keywords

Advertising
Artificial intelligence training
Artificial intelligence-generated content
Generative artificial intelligence
Research and development
Self-learning

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10.1109/TEM.2025.3552142

Cite this

@article{ddfa16b4376849ee96d9ef24c51ba156,

title = "Empowering Firms with AI-Generated Content: Strategic Approaches to R&D and Advertising in the Era of Generative AI",

keywords = "Advertising, Artificial intelligence training, Artificial intelligence-generated content, Generative artificial intelligence, Research and development, Self-learning",

author = "Longyu Li and Jizi Li and Nazrul Islam and Zhang, {Justin Zuopeng} and Abhishek Behl",

note = "Publisher Copyright: {\textcopyright} 2025 IEEE.",

year = "2025",

doi = "10.1109/TEM.2025.3552142",

language = "English",

journal = "IEEE Transactions on Engineering Management",

issn = "0018-9391",

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TY - JOUR

T1 - Empowering Firms with AI-Generated Content

T2 - Strategic Approaches to R&D and Advertising in the Era of Generative AI

AU - Li, Longyu

AU - Li, Jizi

AU - Islam, Nazrul

AU - Zhang, Justin Zuopeng

AU - Behl, Abhishek

PY - 2025

Y1 - 2025

KW - Advertising

KW - Artificial intelligence training

KW - Artificial intelligence-generated content

KW - Generative artificial intelligence

KW - Research and development

KW - Self-learning

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U2 - 10.1109/TEM.2025.3552142

DO - 10.1109/TEM.2025.3552142

M3 - Article

AN - SCOPUS:105000702928

SN - 0018-9391

JO - IEEE Transactions on Engineering Management

JF - IEEE Transactions on Engineering Management

ER -

Empowering Firms with AI-Generated Content: Strategic Approaches to R&D and Advertising in the Era of Generative AI

ASJC Scopus Subject Areas

Keywords

Access to Document

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