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
Pages (from-to)	1787-1798
Number of pages	12
Journal	IEEE Transactions on Engineering Management
Volume	72
DOIs	https://doi.org/10.1109/tem.2025.3552142
State	Published - Jan 1 2025

ASJC Scopus Subject Areas

Strategy and Management
Electrical and Electronic Engineering

Keywords

Advertising
artificial intelligence training
artificial intelligence-generated content (AIGC)
generative artificial intelligence (GAI)
research and development (R&D)
self-learning

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10.1109/tem.2025.3552142

Cite this

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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 (AIGC), generative artificial intelligence (GAI), research and development (R\&D), self-learning",

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

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

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doi = "10.1109/tem.2025.3552142",

language = "English",

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AU - Li, Longyu

AU - Li, Jizi

AU - Islam, Nazrul

AU - Zhang, Justin Zuopeng

AU - Behl, Abhishek

PY - 2025/1/1

Y1 - 2025/1/1

KW - Advertising

KW - artificial intelligence training

KW - artificial intelligence-generated content (AIGC)

KW - generative artificial intelligence (GAI)

KW - research and development (R&D)

KW - self-learning

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DO - 10.1109/tem.2025.3552142

M3 - Article

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SN - 0018-9391

VL - 72

SP - 1787

EP - 1798

JO - IEEE Transactions on Engineering Management

JF - IEEE Transactions on Engineering Management

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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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