A high-profile KPMG study was removed amid questions about fabricated AI attributions, prompting concern over verification practices in consulting and research reports.
As mentioned by Techcrunch
In June 2026, the professional services firm KPMG withdrew a report titled “Rethinking Excellence in the Era of Agent AI” after several organizations said that the claims about their use of AI were false.
The report, published in October 2025, was criticized after the research group GPTZero told the FT that the errors stemmed from AI hallucinations.
UBS, NHS (National Health Service of the United Kingdom), Swiss Federal Railways (SBB) and Transport for London told the FT that the report’s claims about their use of AI were either false or misleading.
A KPMG spokesperson said the report had been removed from the company’s websites while an internal investigation was underway.
“We expect all of our employees to adhere to our guidelines for the responsible use of AI, including human oversight to validate content and verify independent sources.”
– A KPMG spokesperson
Last month, EY also pulled a report on loyalty programs that, according to reports, contained fake links and signs of AI hallucinations.
This story underscores the need to strengthen transparency and oversight of AI use in research work and public reporting.
Service-sector companies and government agencies may rethink internal information-validation standards, bring in independent experts, and tighten fact-checking requirements before publishing materials.
In the long term, such cases could become a catalyst for greater caution in applying AI when producing analytics and rating reports.
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