Abstract
This study analyzes the evolution of research on machine learning in marketing from 1991 to November 16, 2022. The search was carried out in several databases and the terms "machine learning" and "marketing" were used. 2,358 articles were found, from which important indicators were obtained: 2021 has been the year with the highest publication activity with 234 articles. The most productive authors are from various fields, including computer science, marketing, and data analysis. The most cited article focuses on the application of deep learning in the fashion industry. The results suggest that research on aprendizaje automático in marketing is growing rapidly and has the potential to transform marketing practices. The need for more research is highlighted to assess the quality of the research and its impact on the scientific community. Bibliometric analysis is a tool that allows the researcher to carry out bibliographic searches effectively, since it generates an overview of the trends in research on the subject
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