PwC left red-faced after being caught using AI hallucinations and fake citations in multiple reports
GPTZero AI and plagiarism detection and tool finds AI hallucinations and other issues in several reports published PwC.
PricewaterhouseCoopers (PwC), one of the world's largest accounting firms, has come under scrutiny after being found to have published AI-generated reports containing fabricated citations and fake footnotes between 2024 and 2026. The revelation was made by the GPTZero AI detection tool, which identified several issues with the reports published by PwC's Middle East division.
These reports, intended to serve as thought leadership pieces, displayed a pattern of irresponsible AI usage, resulting in "hallucinated (vibe) citations," fabricated claims, and incomprehensible drafting and formatting decisions. Vibe citations, identified by GPTZero, are references to works that an AI-generated document cites as genuine, but which turn out to be fabricated or non-existent.
PwC's response to the GPTZero report acknowledged their commitment to responsible AI practices, emphasizing their quality control processes for research and content development. However, the investigation highlights that the firm's failure to adequately ensure fact-checking and quality control in these reports raises concerns about their overall approach to AI usage.
Furthermore, GPTZero's investigation revealed similar issues with the "big four" accountancy firms, including Deloitte, EY, and KPMG, displaying a broader problem within the industry.
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