Is it worth doing a msc/phd in machine learning?

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At first I should mention that I am based in europe and in a country that is poorer than average in eu. I finished my cs bachelor with good marks (not exceptional, but good, like top 10-20%) and got a dev job which pays relatively well for the area. I was thinking about doing a phd or a masters in another eu country in the machine learning area.

I want to transition to data science jobs, because I find this kind of work way more interesting than classic web apps and shit like that. I think that a bare minimum is a masters but I also think that having a phd gives you an edge. And of course I have heard that a lot of data science or machine learning masters are meme tier.

What are your opinions? Which unis? Phd or master?