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On March 31, I received an email from Norse Atlantic Airways. My $940 return flight to Rome was cancelled, it said, and I had 14 days to request a refund.
At first I was not afraid. This began to change when the company’s refund application page was not optimized for two browsers on three devices. After Norse refused to respond to several emails, I checked the phone number. There wasn’t one. On Reddit, I found many documents about Norse’s supposedly poor customer service.
That same day, I submitted a public records request to the Federal Trade Commission, which I hope will give me a better idea of how common this was. After that I received 75 detailed complaints from people who bought or tried to buy tickets at the airport. Many described a customer service experience where the inability to get in touch with someone made scammers seem more than happy to step in. Of the 41 complainants who reported losing less than $1,000, 21 reported losing more than $1,000.
Norse Atlantic Airways has a dedicated customer service staff, but in recent years, the airline has leaned more towards technology, deploying AI assistants to support its operations.
“Technology will enable us to have high availability and customer support, while keeping prices low so that more people can enjoy traveling between continents,” Bård Nordhagen, the company’s chief customer and communications officer, told WIRED.
However if my and many other people’s experiences are any indication, this type of customer support is time consuming, frustrating, and sometimes expensive.
The Future Is Now
Norse Atlantic Airways, which was developed internally February 2021he is he explained itself as a “modern, long-haul, low-cost airline” with “like“the workers.” In the beginning, that has been established a tool from customer service technology company Sprinklr that created a “joint” box for customer-facing questions. (Based on the information stored on the company’s website, it does not appear to have listed a customer support number.)
In January 2025, the AI company Kindly wrote a blog post explaining how it created a Norse chatbot called “Odin” or “Wingman of Odin.” Norse as well removed a customer support email from its support page for Odin to be a “support system,” according to a Kindly blog post.
By January 2026, Norse had “sunset“The chatbot is an AI agent, Freya. Delight.ai, the company that created Freya, he said that the flight’s success rate without human intervention “increased from 60 percent to 80 percent” within two weeks of its launch.
“We see the future of our customer support team as AI-powered assistant managers,” Norse’s head of sales, Alf Lim, said. he said in a Delight.ai blog post. Lim added that Freya is a “huge part of the team” at Norse.
According to the blog, Freya allows Norse to “evolve” their customer service department into AI assistant managers, which are described as “professionals who continuously guide, train and act when needed to engage people.”
Nordhagen tells WIRED that Freya has been successful and now handles “99 percent of the questions from passengers.”
Scammer’s Paradise
Many of the FTC’s complaints shared a common theme: A person, needing to change their flight or change their reservation, searched online for Norse Atlantic Airways’ phone number. Eighteen FTC complaints allege that the individual was defrauded after Googled Norse’s customer information and found fraudulent websites and phone numbers in the results.
In some cases, customers report that they were told they owed money for an airline they thought they had already paid. In some cases, they say they were told that they would have to pay a lot of money to change their trip.
