Accounting firm Ernst & Young (EY) has retracted a recent study after it was flagged for AI-generated hallucinations, including fake footnotes.
The study on loyalty rewards programmes was published by EY consultants in Canada to market their cybersecurity business. However, the report provided made-up data points, misattributed citations, and even cited a McKinsey report that does not exist, researchers at AI detection startup GPT-Zero found.
In response, the accounting firm has removed the report from its website and has said that it is “reviewing the circumstances that led to this article’s publication.” The study was not connected to projects for any EY client, the company clarified.
The incident is the latest example of a professional services firm being led astray by AI. It also comes at a time when consulting firms are ramping up AI adoption internally by training staff to use AI tools while promoting their AI deployment services to clients as well.
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