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

PwC's Middle East reports contained AI hallucinations and fabricated footnotes. Researchers found flawed citations and broken web links in several documents. Other Big Four firms like EY and KPMG also retracted AI-generated research papers.

These incidents highlight challenges in marketing AI services while using generative tools. The firms are now reviewing their published research for accuracy.