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KPMG's AI Report Becomes an Accidental Demo of AI Hallucinations
GPTZero said only 5 of 45 citations were accurate, warning that fabricated references could spread misinformation through reports, blogs and AI systems.
- On Friday, KPMG International removed its October 2025 report, "Total Experience: Redefining Excellence in the Age of Agentic AI," from websites after GPTZero identified widespread AI hallucinations and false citations throughout the document.
- GPTZero investigators found that only five of the 45 citations in the report accurately pointed to real sources, while others were "garbled" or fabricated; the research group dubbed this phenomenon "vibe citing."
- The report made false claims about UBS, Swiss Federal Railways, and Transport for London; a UBS spokesperson told the Financial Times the assertions were "factually incorrect," while affected transit groups confirmed claims were "misleading."
- A KPMG spokesperson said the firm "takes the accuracy and integrity of its published content seriously" while investigating the report's publication; this follows similar retractions by EY and Deloitte over AI-generated errors.
- GPTZero chief executive Edward Tian warned that error-riddled publications by major firms "poison the well of information," concluding that "vibe citations are a clear and present danger" to researchers and students globally.
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KPMG has retracted a report that turned out to be full of AI hallucinations. It is particularly painful for the consultancy firm that the report provides examples of institutions successfully using AI: examples that have been conjured up out of thin air by artificial intelligence.
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Coverage Details
Total News Sources12
Leaning Left4Leaning Right2Center2Last UpdatedBias Distribution50% Left
Bias Distribution
- 50% of the sources lean Left
50% Left
L 50%
C 25%
R 25%
Factuality
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