As per a NDTV report, researchers at GPTZero uncovered that at least four reports published by PwC Middle East were riddled with flawed footnotes and nonexistent academic studies. Flawed Footnotes And Hallucinated SourcesThe independent investigations highlighted multiple compounding errors across PwC Middle East publications released over a two-year period. Wider Industry Struggles With Generative AIPwC is far from the only major consulting firm to experience public embarrassment over unverified digital content. Similar investigations previously forced industry rivals KPMG and EY to retract published research papers due to widespread AI hallucinations and bogus case studies. In response to the findings, PwC Middle East stated that it takes the accuracy of its published research seriously and is currently updating a limited number of supporting citations.