- PwC has become the latest Big Four firm to face scrutiny for AI hallucinations in its research reports, following similar issues at KPMG, EY, and Deloitte.
- An investigation by GPTZero found that four PwC Middle East reports published between 2024 and 2026 were riddled with fabricated citations, broken links, and references to studies that never existed.
- KPMG's October 2025 report was pulled after it was revealed that 40 of its 45 cited sources were fabricated or heavily distorted.
- Last year, Deloitte faced similar scrutiny when GPTZero identified 19 hallucinations among more than 30 issues in a 234-page report.
- EY Canada removed its report in May 2026 after researchers flagged fabricated data and misattributed citations.
- Following the findings, PwC updated a limited number of supporting citations and stated that it has quality-control processes for research and content development.
PwC has recently been scrutinized for AI hallucinations in its research reports, with investigations revealing that multiple reports contained fabricated citations and references to non-existent studies.12
The AI detection platform GPTZero found that PwC Middle East's reports published between 2024 and 2026 were riddled with these inaccuracies.
Following the findings, PwC stated that it has quality control processes in place for research and content development, which employees are expected to adhere to.
This incident is not isolated; KPMG, EY, and Deloitte have also faced similar issues. KPMG's report titled 'Redefining Excellence in the Age of Agentic AI' was pulled after it was found to contain 40 fabricated or distorted citations out of 45.34
EY Canada had to remove a report on loyalty rewards programs due to fabricated data and misattributed citations, while Deloitte's report had over 30 issues, including 19 hallucinations among 141 citations.5
The growing reliance on AI in client-facing research raises significant concerns about the accuracy and integrity of the information being presented to clients.
As the Big Four grapple with these challenges, the implications for trust and accountability in the consulting industry are profound.
“GPTZero found fabricated citations, broken links, and references to studies that never existed in four PwC Middle East thought leadership reports, and the firm updated a limited number of supporting citations. Earlier, KPMG pulled its October 2025 report after 40 of 45 cited sources were fabricated or heavily distorted.”
