PwC Report Has 84% Probability of Being AI-Generated, Investigation Finds
An investigation by AI detection platform GPTZero revealed that a PwC research report titled "Transformational Governance" has an 84% probability of being AI-generated. The report allegedly contains fabricated products like "Citizen Pulse" and fake citations. This incident highlights the growing risk of AI hallucinations and lack of oversight in research published by major professional services firms. It raises serious concerns about the integrity of corporate governance and the reliability of industry reports in the LLM era. The probability of the report being AI-generated rises to 100% if the appendix is excluded. GPTZero coined the term "vibe citing" to describe the phenomenon where AI generates plausible-sounding but non-existent or incorrect citations that fail to support the arguments.
## BACKGROUND
PwC is one of the "Big Four" global accounting and consulting firms, known for providing authoritative industry insights. GPTZero is a prominent AI detection tool designed to identify text generated by large language models (LLMs) like ChatGPT, which are prone to "hallucinations"—generating false information that appears factual.