Applications of Machine Learning (ML) in the context of marketing: a bibliometric approach

Currently, machine learning applications in marketing allow to optimize strategies, personalize experiences and improve decision making. However, there are still several research gaps, so the objective is to examine the research trends in the use of machine learning in marketing. A bibliometric analysis is proposed to assess the current scientific activity, following the parameters established by PRISMA-2020. Machine learning applications in marketing have experienced steady growth and increased attention in the academic community. Key references, such as Miklosik and Evans, and prominent journals, such as IEEE Access and Journal of Business Research, have been identified. A thematic evolution towards big data and digital marketing is observed, and thematic clusters such as "digital marketing", "interpretation", "prediction", and "healthcare" stand out. These findings demonstrate the continued importance and research potential of this evolving field.