Europe’s Big 4 can't stop making AI mistakes; PWC's report has ChatGPT as 'Source'

Big Four accounting and consulting giant PwC has come under fire after an investigation revealed that several of its middle eastern “thought leadership” reports contained AI-generated “hallucinations,” fabricated footnotes and chatbot citations, including a reference that listed ChatGPT directly in its source URL. The findings, uncovered by researchers at AI-detection platform GPTZero and verified by the Financial Times, highlight struggles among top consulting firms as they attempt to market AI advisory services while using generative tools to write their own research.The investigation flagged four PwC Middle East reports published over the past two years. The documents covered topics such as corporate strategy for “agentic” AI bots, government public service guides, and market forecasts for electric vehicles in the region.According to the report by the Financial Times, researchers found that a significant portion of the citations in the reports were flawed.