Measuring Creativity in the Age of Generative AI: Distinguishing Human and AI-Generated Creative Performance in Hiring and Talent Systems

Modern AI evaluation frameworks treat evaluator disagreement as noise to be resolved. In creative domains, professional disagreement reflects genuine differences in taste, not measurement error. We argue that evaluating creative AI requires preserving two distinct signals: convergence, where professionals align around shared best practices, and divergence, where individual taste legitimately varies. We present the Human Creativity Benchmark (HCB), a benchmark that operationalizes this separation by collecting pairwise preferences, scalar ratings on prompt adherence, usability, and visual appeal, and qualitative rationale from domain professionals. Across 15,000 professional judgments spanning five creative domains and three workflow phases (ideation, mockup, refinement), we find that convergence concentrates on verifiable dimensions like technical correctness and visual hierarchy, while divergence concentrates on taste-driven dimensions like aesthetic direction and conceptual risk. No model excels uniformly across all phases. Collapsing these signals into a single quality metric discards the most actionable information: where models must be correct versus where they should remain steerable.

Large language models (LLMs) have achieved remarkable progress in language understanding, reasoning, and generation, sparking growing interest in their creative potential. Realizing this potential requires systematic and scalable methods for evaluating creativity across diverse tasks. However, most existing creativity metrics are tightly coupled to specific tasks, embedding domain assumptions into the evaluation process, and limiting scalability and generality. To address this gap, we introduce an automated, domain-agnostic framework for quantifying LLM creativity across open-ended tasks. Our approach separates the measurement apparatus from the creative task itself, enabling scalable, task-agnostic assessment. Divergent creativity is measured using semantic entropy, a reference-free and robust metric for novelty and diversity, validated against human annotations, LLM-based novelty judgments and baseline diversity measures. Convergent creativity is assessed via a novel retrieval-based multi-agent judge framework that delivers context-sensitive evaluation of task fulfilment with over 60% improved efficiency. We validate our framework in three qualitatively distinct domains: problem-solving (MacGyver), research ideation (HypoGen), and creative writing (BookMIA), using a broad suite of LLMs. Empirical results show that our framework reliably captures key facets of creativity, including novelty, diversity, and task fulfilment, and reveal how model properties, such as size, temperature, recency, and reasoning, impact creative performance. Our work establishes a reproducible and generalizable standard for automated LLM creativity evaluation, paving the way for scalable benchmarking and accelerating progress in creative AI.

Creative AI systems are typically evaluated at the level of individual utility, yet creative outputs are consumed in populations: an idea loses value when many others produce similar ones. This creates an evaluation blind spot, as AI can improve individual outputs while increasing population-level crowding. We introduce a human-relative framework for benchmarking AI-induced human diversity collapse without requiring human-AI interaction data, providing an ex ante protocol to estimate crowding risk from model-only generations and matched unaided human baselines. By modeling ideas as congestible resources, we show that source-level crowding is identifiable from within-distribution comparisons, yielding an excess-crowding coefficient $Δ$ and a human-relative diversity ratio $ρ$. We show that $ρ\ge1$ is the no-excess-crowding parity condition and connect $Δ$ to an adoption game with exposure-dependent redundancy costs. Across short stories, marketing slogans, and alternative-uses tasks, three frontier LLMs fall below parity across crowding kernels. Estimates stabilize with feasible model-only sample sizes. Importantly, generation-protocol variants show that crowding can be reduced through targeted design, making diversity collapse an actionable, development-time evaluation target for population-aware creative AI.