In a striking revelation, KPMG’s recent report on AI, titled Total Experience: Redefining Excellence in the Age of Agentic AI, has been found to contain numerous inaccuracies, raising concerns about the reliability of AI-generated content.
Published in October 2025, the report aimed to explore how businesses leverage AI to enhance customer experiences. However, an investigation by GPTZero, a company specializing in AI content detection, has uncovered that many of the examples cited in the report either do not exist or do not possess the capabilities attributed to them.
Investigative Findings
According to GPTZero, only five out of 45 citations in the KPMG report accurately referenced real sources. The analysis revealed that 28 citations either paraphrased titles or included fabricated elements, while 12 were too vague to verify. This phenomenon of generating fictitious references has been termed vibe citing.
Specific Inaccuracies
Among the notable inaccuracies, KPMG claimed that Emirates had launched a mobile chatbot named Sara capable of communicating with passengers and altering their flight bookings. In reality, Sara was a mobile assistant introduced in 2023, lacking the ability to modify bookings.
Additionally, KPMG asserted that UBS, a Swiss multinational investment bank, had integrated agentic AI into its investment advisory, risk management, and compliance monitoring processes. UBS refuted this claim, stating it was factually incorrect. Another example involved Swiss Federal Railways (SBB), which KPMG claimed utilized AI agents to assist passengers with trip planning and optimization. An SBB spokesperson also denied this assertion, calling it inaccurate.
Implications of Misinformation
The implications of such inaccuracies are significant. As KPMG’s reports are often referenced in academic and industry research, the dissemination of erroneous information could lead to a cascade of second-hand AI hallucinations, as noted by GPTZero’s CEO, Edward Tian. He emphasized the potential for these flawed papers to undermine the credibility of trusted sources.
In response to the findings, KPMG has retracted the report and is currently reviewing the circumstances that led to its publication, reaffirming its commitment to the accuracy and integrity of its content.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
