Open Access

Manuel MuthORCiD, Michael Lingenfelder, Gerd NuferORCiD

• In a contemporary context characterised by shifts in macroeconomic conditions and global uncertainty, predicting the future behaviour of demanders is critical for management science disciplines such as marketing. Despite the recognised potential of Machine Learning, there is a lack of reviews of the literature on the application of Machine Learning in predicting demanders’ behaviour in a volatile environment. To fill this gap, the following systematic literature review provides an interdisciplinary overview of the research question: “How can Machine Learning be effectively applied to predict demand patterns under macroeconomic volatility?” Following a rigorous review protocol, a literature sample of studies (n = 64) is identified and analysed based on a hybrid methodological approach. The findings of this systematic literature review yield novel insights into the conceptual structure of the field, recent publication trends, geographic centres of scientific activity, as well as leading sources. The research also discusses whether and in which ways Machine Learning can be used for demand prediction under dynamic market conditions. The review outlines various implementation strategies, such as the integration of forward-looking data with economic indicators, demand modelling using the Coefficient of Variation, or the application of combined algorithms and specific Artificial Neural Networks for accurate demand predictions.