PwC thought leadership reports ‘100 per cent AI generated’The Big Four giant PwC has been found to have published four ‘thought leadership’ reports that show a pattern of irresponsible AI usage, including hallucinated citations and fabricated claims. A probe by GPTZero, a company that makes AI detection software, focused on four reports published between 2024 and 2026 by PwC Middle East and found they were riddled with unverifiable information, with one of the reports flagged as 100 per cent AI-generated. According to the AI detection firm, there was an 84 per cent chance that PwC’s 2025 report ‘Transforming Governance’ was entirely AI-generated, rising to 100 per cent when excluding the reference section. The other three PwC Middle East reports covered by this investigation “also contain multiple fabricated claims”, according to the company, including conflating statistics, citing unrelated sources, and confidently asserting false correlations. In response to the findings, a spokesperson for PwC Middle East said: “PwC Middle East takes the accuracy of our published research seriously and is updating a limited number of supporting citations in the reports mentioned.