PwC sells advice on using AI responsibly. Its own reports were written by a careless one.

https://media.thenextweb.com/2026/07/PwC-logo.avif

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, misattributed claims and made-up sources. The research group GPTZero flagged the errors as AI hallucinations, and the FT verified them.

A footnote that ended in ‘chatgpt.com’

The giveaways were not subtle. One report cited a PwC survey claiming 70% of Middle East chief executives expect generative AI to reshape their business. The footnote linked to a news article that never mentioned the survey. Another footnote’s web address still carried the tag “utm_source=chatgpt.com.”

“The chaotic signposting of source material is symptomatic of AI-generated research,” GPTZero’s Paul Esau told the FT. This is a firm that...

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