KPMG Withdraws AI Usage Report Citing 'Apparent Hallucinations
KPMG has pulled its report, "Redefining excellence in the age of agentic AI," after organizations cited within it denied the accuracy of its claims regarding their AI usage. Inaccuracies were attributed to AI hallucinations, implying KPMG used AI to write the report about AI. This follows a similar incident last month with EY.
Professional services giant KPMG has officially withdrawn its report, "Redefining excellence in the age of agentic AI," after numerous organizations featured within the document vehemently denied the accuracy of its claims regarding their artificial intelligence usage. The report, initially published in October 2025, was removed from circulation in June 2026 following accusations of "AI hallucinations," a term for instances where AI generates plausible but entirely false information, raising significant questions about the firm's content generation processes.
Report's Factual Flaws Uncovered
The critical inaccuracies embedded in KPMG's report were first flagged by GPTZero, a prominent research group focused on AI-generated content, which subsequently informed the Financial Times. GPTZero explicitly attributed these errors to AI hallucinations, strongly implying that KPMG itself utilized AI tools to assist in drafting a report dedicated to the very subject of AI. This creates a compelling and somewhat ironic narrative about the reliability of AI when reporting on its own domain.
Major Institutions Contradict Claims
Several high-profile organizations were cited in the now-pulled KPMG report, only to publicly contradict its assertions about their AI integration. Global financial services firm UBS, the United Kingdom's National Health Service (NHS), Swiss Federal Railways, and Transport for London all informed the Financial Times that the report's descriptions of their AI implementations were either factually incorrect or significantly misleading. Such direct refutations from key industry players underscored the severity of the report's flaws, prompting KPMG's decisive action to remove it from all its digital platforms.
KPMG's Official Response
In response to the controversy, a KPMG spokesperson confirmed the report's removal and stated that the firm is actively conducting an internal investigation. The spokesperson reiterated the company's commitment to responsible AI practices, emphasizing the critical role of human oversight. "We expect all our people to follow our guidelines on the responsible use of AI, including human oversight to validate content and verify independent sources," the spokesperson clarified. This statement underscores the firm's acknowledgment of the necessity for stringent human review in an era of increasing AI adoption for research and content creation.
A Wider Pattern of AI Misinformation
KPMG's situation is not an isolated incident within the professional services landscape. Just last month, another member of the "Big Four" accounting firms, EY, also withdrew a report that focused on loyalty rewards programs. That particular document was found to contain fabricated footnotes and evidence of AI-induced hallucinations, illustrating a concerning trend among major consulting firms. These repeated occurrences highlight the inherent risks and the ongoing learning curve associated with integrating advanced AI into professional research and publishing, especially where factual accuracy is paramount.
Implications for AI and Professional Standards
The repeated instances of AI-generated misinformation by leading professional services firms underscore a critical challenge for the broader technology industry and enterprises adopting AI. While generative AI models offer unprecedented capabilities for accelerating content creation and analysis, the "hallucination" problem persists, generating seemingly authoritative but false information. These events serve as a potent reminder that, despite AI's sophistication, human expertise, critical thinking, and meticulous verification remain indispensable for maintaining credibility and ensuring factual integrity in research and public-facing reports. The incidents reinforce the need for robust governance frameworks and ethical guidelines for AI use, particularly in domains that demand high accuracy and accountability.
FAQ
Q: What was the title of the KPMG report that was pulled? A: The report was titled "Redefining excellence in the age of agentic AI."
Q: Why did KPMG pull the report? A: KPMG pulled the report because numerous organizations cited in it stated that the claims about their AI usage were untrue or misleading, with inaccuracies attributed to AI hallucinations.
Q: Which research group identified the inaccuracies in KPMG's report? A: Research group GPTZero identified a number of inaccuracies in the report and informed the Financial Times.
Q: Has another major consulting firm faced a similar issue recently? A: Yes, EY withdrew a report on loyalty rewards programs last month that also appeared to include fake footnotes and AI hallucinations.
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