PwC Thought Leadership Reports '100 per Cent AI Generated'
GPTZero said four PwC Middle East reports relied heavily on AI and included fake footnotes, misattributed claims and a hallucinated academic paper.
- Researchers at GPTZero identified four reports from PwC Middle East containing AI-generated errors, including fake footnotes and misattributed claims produced over the past two years.
- PwC published these 'thought leadership' reports to attract consulting business as Big Four firms increasingly push AI adoption to clients. The firm intended to drum up work for partners in the region.
- One report cited a teenage blogger on Medium as a source for a JPMorgan initiative, while another referenced a nonexistent academic paper on air quality in Riyadh that researchers found entirely hallucinated.
- PwC told The Financial Times Limited it 'takes the accuracy of our published research seriously and is updating a limited number of supporting citations.' The firm did not explain how errors were included.
- Earlier investigations led Big Four rivals KPMG to retract reports containing similar hallucinations. These discoveries pose reputational risks for firms marketing themselves as responsible advisers on technology implementation.
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PwC is the latest Big Four firm caught publishing AI slop
The world’s biggest consultancies are selling companies expensive advice on how to adopt AI without getting burned. Their own reports keep getting burned. PwC is the latest to be caught. Four of its Middle East “thought leadership” reports were a mess, the Financial Times reported. The reports, on AI and electric vehicles, carried fake footnotes, […] This story continues at The Next Web
Four PwC reports are packed with footnotes referring to non-existent articles. This is reported by the business newspaper Financial Times, based on research by GPTZero. The reports concern AI and electric cars and were intended to attract new clients in the Middle East.
PwC thought leadership reports '100 per cent AI generated'
The Big Four giant PwC has been found to have published four ‘thought leadership’ reports that show a pattern of irresponsible AI usage, including hallucinated citations and fabricated claims. A probe by GPTZero, a company that makes AI detection software, focused on four reports published between 2024 and 2026 by PwC Middle East and found they were riddled with unverifiable information, with one of the reports flagged as 100 per cent AI-generat…
Corgi insures companies against AI-hallucinations, discrimination and copyright lawsuits. However, little is known about turnover and risk carriers. The 7-day weeks that Corgi demands from his employees are documented.
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