One of the world’s most prestigious consulting firms published a report about the power of AI. The irony is that AI may have been the thing that made the report worthless.
KPMG’s Total Experience: Redefining Excellence in the Age of Agentic AI, published in October 2025 as part of its Global Customer Experience Excellence study, has come under fire after an investigation revealed that the vast majority of its citations were fabricated, misattributed, or unverifiable. The report included case studies about major firms like UBS that showed signs of exaggeration or outright fabrication.
The numbers are brutal
AI-detection firm GPTZero conducted an analysis of the report in June 2026, scrutinizing all 45 citations. The results were not subtle.
Only 5 citations were fully accurate. Five out of forty-five. That’s an 11% accuracy rate.
