@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 (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.",
year = "2025",
month = jan,
day = "1",
doi = "10.1109/tem.2025.3552142",
language = "English",
volume = "72",
pages = "1787--1798",
journal = "IEEE Transactions on Engineering Management",
issn = "0018-9391",
}