Having lost his opening four matches of the season, British number one Norrie found his form again in back-to-back wins at the ABN Amro World Tennis Tournament, but third seed Auger-Aliassime proved a bit too strong in the quarter-finals.
There was little to choose between the pair in a hard-fought contest but the young Canadian, who held a match point against Daniil Medvedev in the quarter-finals of the Australian Open, emerged a 7-5 7-6 (4) winner.
Norrie fought back from a break down in the opening set and then opened up an early lead in the second before Auger-Aliassime levelled at 4-4.
Norrie saved two match points in the 12th game to force a tie-break but Auger-Aliassime moved into a 6-2 lead before taking his fifth chance to wrap up victory.
Twenty-year-old Czech Jiri Lehecka continued his breakthrough run by beating Italian Lorenzo Musetti 6-3 1-6 7-5 to reach his first ATP Tour semi-final.
There, he will face top seed Stefanos Tsitsipas who has picked up where he left off at the Australian Open and saw off Australia’s Alex De Minaur 6-4 6-4.