Study finds AI-generated sustainability reports were rated as more credible than real ones

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Classroom Experiment: Researchers at the University of Auckland created an assignment where postgraduate students in accounting and sustainability used generative AI to create a CEO statement for a fictional company’s sustainability report.
Mixed Documents: The AI-generated statements were mixed with authentic corporate reports and evaluated by another group of students without disclosing which were real.
Higher Trust in AI Reports: The AI-generated reports, which included deceptive language and techniques of greenwashing, were rated more credible compared to genuine reports.
Concerns About Greenwashing: The experiment indicates that AI could make deceptive marketing tactics like greenwashing more convincing, potentially misleading investors and the public.
Implications for Reporting: If AI-generated reports can convince trained individuals to trust them, genuine sustainability reports might struggle to stand out, undermining genuine efforts by companies to report real progress.
Call for Regulation: Researchers suggest regulation, guidance, or control over sustainability reporting to limit selective wording and omissions. They also emphasize the need for investors to seek hard evidence instead of polished promises.
Investment in Sustainability: With significant investments in green technology and sustainability expected to grow, the potential impact of AI-generated deceptive reports becomes a major concern.

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