A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

This week, AI agents are on the rise despite consumer concerns, automated messages inspire conversion, and retail media sees healthy growth.

Key stat: Over half (51%) of organizations are exploring the use of AI agents, per KPMG.

• Another 37% of organizations are already piloting AI agents, making their potential use even more widespread.
• Organizations plan to use AI agents in call centers, for administrative tasks, to recruit employees, or to develop business materials.

Key stat: 70% of US consumers feel “emotionally manipulated” by AI shopping assistants, per Chadix.

• What retailers may define as personalization, consumers could think of as manipulation, the data shows.
• 60% of consumers make frequent impulse purchases based on AI suggestions, per Chadix.

Key stat: 1 in 3 people who click on an automated message make a purchase, according to Omnisend.

• Brands sent 31% more SMS messages and 55% more push notifications in 2024 than in 2023.
• Unfortunately for consumers, that means the barrage of unsolicited messages and notifications will likely keep cluttering their lockscreens.

Key stat: Neutrality is the most common response to TV and radio ads, according to System1.

• When reactions to them are not neutral, ads are more likely to spark positive or surprised reactions than sadness, fear, anger, disgust, and contempt.
• Advertisers need to take risks to garner emotional responses instead of fading into neutrality.

Key stat: Retail media ad spend increased by 23% YoY in Q4 2024, according to Skai.

• Retail media impressions increased by 28% YoY, while clicks increased by 20%.
• Across all of 2024, worldwide retail media ad spend increased by 17.9% YoY, per our forecast.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.