Norse Atlantic Airways Provides Extremely Low-Fare Tickets, but There’s a Twist

On March 31, I received an email from Norse Atlantic Airways announcing that my $940 flights for an upcoming round trip to Rome had been canceled, and I had 14 days to request a refund.

Initially, I didn’t feel alarmed. That shifted when I realized the company’s refund request page failed to load on two browsers across three devices. After several unreturned emails from Norse, I sought a phone number, but none was available. I discovered numerous posts on Reddit detailing complaints about what many described as Norse’s chaotic customer service.

On the same day, I submitted a public records request to the Federal Trade Commission, hoping to understand how widespread this issue was. I eventually received approximately 75 detailed complaints from individuals who either purchased or attempted to purchase tickets from the airline. Many described a customer service framework in which the lack of human contact inadvertently created an opportunity for scammers. Among the 41 complaints that stated a dollar amount, 21 reported losses exceeding $1,000.

Although Norse Atlantic Airways does employ human customer service representatives, the airline has increasingly embraced a tech-focused strategy, utilizing AI agents to facilitate its operations.

“Technology will enable us to achieve a higher level of availability and customer support, all while keeping fares low for more people to experience travel between continents,” Bård Nordhagen, the company’s chief customer and communications officer, stated to WIRED.

Yet, judging by my experience and those of others, this iteration of customer service can be long-winded, frustrating, and at times, costly.

The Future Is Now

Founded in February 2021, Norse Atlantic Airways positions itself as a “modern, long-haul, low-cost airline” with a “lean” workforce. Early on, it adopted a tool from customer service tech company Sprinklr that created a “unified” inbox for customer queries. (Historical records of the company’s website suggest it has never listed a direct customer service number.)

In January 2025, the AI firm Kindly published a blog post revealing how it developed a chatbot for Norse, referred to as “Odin” or “Odin’s Wingman.” Norse subsequently removed its customer support email from its support page, making Odin the “primary support channel,” as noted in Kindly’s blog.

By January 2026, Norse had “sunset” the chatbot, replacing it with its current AI agent, Freya. Delight.ai, the company behind Freya, reported that the airline’s no-human-intervention resolution rate “increased from 60 percent to 80 percent” within two weeks of Freya’s introduction.

“We envision our customer support team’s future as being managed by AI agents,” Norse’s chief product officer, Alf Lim, stated in a Delight.ai blog post. Lim emphasized that Freya is a “core part of the team” at Norse.

According to the blog, Freya would enable Norse to “upskill” its customer support team into AI agent managers, categorized as “specialists who continuously optimize, train, and step in when human intervention is necessary.”

Nordhagen informed WIRED that Freya has been successful and now handles “99 percent of inquiries from passengers.”

A Scammer’s Paradise

Many of the complaints filed with the FTC shared a recurring theme: individuals needing to change flights or adjust bookings searched online for a phone number for Norse Atlantic Airways. Eighteen complaints explicitly stated that the person was scammed after researching Norse’s customer service and landing on scam sites or numbers.

In some instances, customers reported being told they owed money for a flight they believed had already been paid. In other cases, they were advised that they had to pay a hefty fee to modify their itinerary.