Professional services firm KPMG released a report, Redefining Agency Excellence in the Age of AI, after multiple organizations said the report’s claims about the use of artificial intelligence were untrue.
The GPTZero research group identified a number of inaccuracies in a report published in October 2025. GPZero He told the FT that the inaccuracies were caused by artificial intelligence hallucinations. In other words, a professional services firm appears to be using AI to help write a report on AI.
UBS, the UK’s National Health Service, Swiss Federal Railways and Transport for London told the FT that the report’s claims about their use of artificial intelligence were either untrue or misleading. A KPMG spokeswoman said the firm had removed the report from its website while it conducted its own investigation.
“We expect all of our people to follow our guidelines for the responsible use of artificial intelligence, including human oversight to validate content and verify independent sources,” he said.
last month, EY withdrew its report on loyalty rewards programs turned out to include fake footnotes and artificial intelligence hallucinations.
