Machine learning in business and finance: a literature review and research opportunities

Abstract This study provides a comprehensive review of machine learning (ML) applications in the fields of business and finance. First, it introduces the most commonly used ML techniques and explores their diverse applications in marketing, stock analysis, demand forecasting, and energy marketing. In particular, this review critically analyzes over 100 articles and reveals a strong inclination toward deep learning techniques, such as deep neural, convolutional neural, and recurrent neural networks, which have garnered immense popularity in financial contexts owing to their remarkable performance. This review shows that ML techniques, particularly deep learning, demonstrate substantial potential for enhancing business decision-making processes and achieving more accurate and efficient predictions of financial outcomes. In particular, ML techniques exhibit promising research prospects in cryptocurrencies, financial crime detection, and marketing, underscoring the extensive opportunities in these areas. However, some limitations regarding ML applications in the business and finance domains remain, including issues related to linguistic information processes, interpretability, data quality, generalization, and the oversights related to social networks and causal relationships. Thus, addressing these challenges is a promising avenue for future research.