PwC caught fabricating sources with AI
GPTZero found fabricated sources in four PwC Middle East reports, with one 84% likely AI-generated. This signals a systemic accuracy crisis in Big Tech consulting.
AI detection platform GPTZero identified fabricated sources and false claims in four PwC Middle East reports spanning 2024 to 2026. The 'Transforming Governance' report is 84% likely to be entirely AI-generated and contains 'vibe citing'—loose references often lacking correct titles, URLs, or authors. PwC promoted this report to market its 'Citizen Pulse' product, falsely asserting adoption by governments in Denmark, Saudi Arabia, the US, and Australia. This pattern follows similar scandals at KPMG, Deloitte, and EY, indicating that major consultancies are deploying AI for content generation without adequate human oversight. PwC stated it is updating citations, but the recurrence across the industry suggests AI is degrading trust in professional analysis rather than enhancing productivity.