The Invisible FunnelHow AI agents evaluate real brands · by Accord
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Ryanair

I told the agent I hate hidden fees. Ryanair’s help pages wouldn’t let it check.

In four journeys the agent recommended no airline: Ryanair’s help pages refused every request, and the all-in fare with bags, seats and airport check-in could not be established on any airline’s own pages.

Open-market search Dublin–Barcelona return, whole price before booking · tested 2026-09-20

4 customer-agent journeys

Decision trace (one journey)

no memorybrand page reachedrefused by help.ryanair.comobserved2026-09-20
  1. 1Customer missionRyanair decision — customer with no relevant memory
    • Direct flight availability Dublin–Barcelona on 13 and 16 Nov 2026
    • All-in total for 2 adults, return, 2×20kg checked bags, seats together, outbound airport c…
    • Total at most 480 EUR
    • No charge may remain unknown before booking
  2. 2Evidence14 searches, 10 pages: ryanair.com, aerlingus.com, help.ryanair.com
    • total price eur: null no source
    • all in price established: false brand page
    • change fee eur: null no source
    • human phone support: Ireland number reported to exist (+353 1 691 7177), limited weekday/weekend hour attributed to a page that refused the agent
  3. 3BeliefCould not establish: total price eur; all in price established; change fee eur
  4. 4DecisionNot selected: a decisive fact stayed unresolvedNONERyanair and Aer Lingus both operate direct Dublin–Barcelona flights on the requested dates (confirmed on each airline's own route page), and Aer Lingus's own page confirm…
run-9b20bb89Open decision trace →

Why Ryanair was not selected

  • Brand site refused the agent4/4

One label per journey, from the record. By recorded outcome: not selected: a decisive fact stayed unresolved 2 · ran out of page reads before deciding 2.

Same task, different memory

0/2selected, no memory
0/2selected, with memory
0 ppdifference

Memory did not change the outcome in these journeys; see what it changed on the Memory page.

Journeys without a readable brand-owned page

0 of 4

All journeys ran on 2026-09-20; a time series needs more than one day of testing.
Selection by day

0 of 4

All journeys ran on 2026-09-20; a time series needs more than one day of testing.

Where its facts came from

3

decisive beliefs about Ryanair taken from a page that is not the brand’s own, or from a brand page that refused the agent; 4 journeys met a bot wall on the brand site.

What this does not establish: that Ryanair generally wins or loses customers this way, or that changing one page would change these decisions. It establishes what happened in these 4 journeys.

The numbers

4journeys
2considered
0selected
2not selected
4/4reached a readable Ryanair page
Brand site refused the agentmost common reason not selected · 4/4

4 customer-agent journeys. Ryanair entered consideration in 2. It was selected in 0 and not selected in 2. In 0, no readable Ryanair-owned page was reached; in 4, a site refused the agent.

View strongest trace → Open story and traces →

What remains unresolved

  • Brand site refused the agent: 4 of 4 journeys
  • total price eur left unresolved in 2 of 4 journeys
  • all in price established left unresolved in 2 of 4 journeys
  • change fee eur left unresolved in 2 of 4 journeys
  • 3 decision-shaping beliefs about Ryanair taken from pages that are not the brand’s own

What could be tested

The same customer missions, run again with the open condition readable on Ryanair’s own pages, against these 4 journeys as the baseline. That is a comparison, not a guess: same customer, same requirements, one change.

Investigated with Accord

Accord holds the customer requirements, Ryanair’s published conditions and this journey evidence in one Decision Case, runs the comparison, and records what changed. For brands and CX teams →

Work at Ryanair?

Send us the source the agent couldn’t find. We’ll rerun the same customer and publish the before/after. Send the source How the rerun works

Decisions

All journeys

with memorybrand page reachedrefused by help.ryanair.com, help.vueling.comobserved2026-09-20
  1. 1Customer missionRyanair decision — same customer with relevant memory
    • all-in total for 2 adults, return, 1×20kg bag each, seats together, airport check-in ≤ €48…
    • every charge established from the airline's own pages before booking
    • date-change cost ≤ €60/passenger + fare difference
    • human phone support reachable if disrupted (preference)
    Remembers: “In 2025 the customer paid a 55 EUR fee at the airport for not checking in online and a 45 EUR fee for a bag that was cal”
  2. 2Evidence15 searches, 9 pages: ryanair.com, aerlingus.com, vueling.com, help.ryanair.com +1
  3. 3BeliefCould not establish: total price eur; all in price established; change fee eur
  4. 4DecisionNot selected: a decisive fact stayed unresolvedNONENone of the three carriers serving Dublin–Barcelona (Ryanair, Aer Lingus, Vueling) could have a verified all-in total established from their own pages within the research…
run-e794a4bbOpen decision trace →
no memorybrand page reachedrefused by help.ryanair.comobserved2026-09-20
  1. 1Customer missionRyanair decision — customer with no relevant memory
    • Direct flight availability Dublin–Barcelona on 13 and 16 Nov 2026
    • All-in total for 2 adults, return, 2×20kg checked bags, seats together, outbound airport c…
    • Total at most 480 EUR
    • No charge may remain unknown before booking
  2. 2Evidence14 searches, 10 pages: ryanair.com, aerlingus.com, help.ryanair.com
    • total price eur: null no source
    • all in price established: false brand page
    • change fee eur: null no source
    • human phone support: Ireland number reported to exist (+353 1 691 7177), limited weekday/weekend hour attributed to a page that refused the agent
  3. 3BeliefCould not establish: total price eur; all in price established; change fee eur
  4. 4DecisionNot selected: a decisive fact stayed unresolvedNONERyanair and Aer Lingus both operate direct Dublin–Barcelona flights on the requested dates (confirmed on each airline's own route page), and Aer Lingus's own page confirm…
run-9b20bb89Open decision trace →
with memorybrand page reachedrefused by help.ryanair.com, help.vueling.comobserved2026-09-20
  1. 1Customer missionRyanair decision — same customer with relevant memoryRemembers: “In 2025 the customer paid a 55 EUR fee at the airport for not checking in online and a 45 EUR fee for a bag that was cal”
  2. 2Evidence12 searches, 12 pages: help.ryanair.com, aerlingus.com, vueling.com, ryanair.com +1
  3. 3BeliefNothing established about the brand
  4. 4DecisionRan out of page reads before decidingNo decision: the action budget ran out after 12 page reads.
run-321d0ca3Open decision trace →
no memorybrand page reachedrefused by help.ryanair.com, help.vueling.comobserved2026-09-20
  1. 1Customer missionRyanair decision — customer with no relevant memory
  2. 2Evidence9 searches, 15 pages: ryanair.com, aerlingus.com, help.ryanair.com, vueling.com +1
  3. 3BeliefNothing established about the brand
  4. 4DecisionRan out of page reads before decidingNo decision: the action budget ran out after 15 page reads.
run-d5ad92b8Open decision trace →