LLMs are increasingly used to generate candidate-idea pools for creative tasks where broad exploration is valuable. Parallel inference can be attractive in this setting when it broadens the pool while retaining quality and cost efficiency. We study inference-time controls for candidate-pool diversification, asking whether anchorless methods can rival methods that depend on observed seed ideas. Across three creative task families, we compare independent generation and semantic direction stratification with self-, peer-, and representative-anchor baselines, under neutral and population-referential divergent instructions. Population-referential divergence is a strong low-cost baseline, increasing semantic diversity while preserving quality proxies. Semantic direction stratification is stronger: a single planning call organizes generations across broad semantic directions, yielding the best diversity--quality--compute frontier. Anchored regeneration can be strong in final-pool diversity, but its advantage shrinks under full-pipeline token accounting. These results establish practical anchorless baselines for open-ended LLM ideation.
While post-training improves the capabilities of large language models (LLMs), it generally lowers their output diversity and creativity, negatively impacting tasks that explicitly require creativity (e.g., story generation) as well as those that require it implicitly, e.g., reinforcement learning (RL). We instead propose CreativeInstruct, a scalable instruction-tuning method that teaches LLMs to balance creative, base-model-like generations with the quality of post-trained models, by learning to inject special [StartCreativity] spans that bias generation toward creativity. Furthermore, we introduce a structural diversity metric based on graph edit distance, which captures narrative level variation missed by purely lexical and semantic metrics. On narrative generation, CreativeInstruct matches or exceeds the diversity of both multi-model baselines and distilled variants of their outputs, without sacrificing quality or requiring multiple models at inference time. These results are mirrored in our human evaluation, where we find that annotators rate CreativeInstruct generations as more creative than the post-trained LLMs' generations in 70.3% of cases. We also show the benefits of creative models as a substrate for RL: GRPO applied to a CreativeInstruct checkpoint improves by ~4% on AMC and ~5% points on MATH over the same training applied to the post-trained checkpoint.
This research examines how well large language models, or LLMs, generate new product ideas for college students priced under $50. Across a series of studies, we identify key strengths and weaknesses of using LLMs for product innovation. Our first study shows that LLM-generated product ideas have higher average quality than human ideas, based on purchase intent, and are 7 times more likely to rank in the top 10%. Our second study shows that this AI-induced creativity boost is not explained by the LLM's more persuasive pitching skills. Our third and fourth studies identify a weakness of using LLMs for brainstorming: AI-generated ideas are less novel at the idea level and less diverse at the set level. In our fifth study, we analyze prior LLM-based creativity studies and find consistently lower idea diversity across all of them, demonstrating the generalizability of these findings. Our sixth and seventh studies investigate techniques to mitigate this diversity loss. We compare LLMs from different vendors and versions and find that more recent models generate more diverse ideas, though they still fall short of human-level diversity. We also demonstrate techniques that increase idea diversity almost to the level of human idea generation: pooling ideas across vendors; prompt engineering, including Chain-of-Thought prompting and injecting heterogeneous personas or constraints; and creative agents that broadly explore the solution landscape to restore diversity. Finally, in our eighth study, we show that exploiting the near-zero marginal cost of AI idea generation by scaling the number of ideas steadily improves coverage of the idea space, approaching human-level coverage. We conclude by presenting actionable recommendations for innovation managers who want to identify better new product ideas with the help of LLMs.
Christian Terwiesch, Lennart Meincke, Karan Girotra +3
Post-training alignment often reduces LLM diversity, leading to a phenomenon known as mode collapse. Unlike prior work that attributes this effect to algorithmic limitations, we identify a fundamental, pervasive data-level driver: typicality bias in preference data, whereby annotators systematically favor familiar text as a result of well-established findings in cognitive psychology. We formalize this bias theoretically, verify it on preference datasets empirically, and show that it plays a central role in mode collapse. Motivated by this analysis, we introduce Verbalized Sampling, a simple, training-free prompting strategy to circumvent mode collapse. VS prompts the model to verbalize a probability distribution over a set of responses (e.g., "Generate 5 jokes about coffee and their corresponding probabilities"). Comprehensive experiments show that VS significantly improves performance across creative writing (poems, stories, jokes), dialogue simulation, open-ended QA, and synthetic data generation, without sacrificing factual accuracy and safety. For instance, in creative writing, VS increases diversity by 1.6-2.1x over direct prompting. We further observe an emergent trend that more capable models benefit more from VS. In sum, our work provides a new data-centric perspective on mode collapse and a practical inference-time remedy that helps unlock pre-trained generative diversity.