How LLMs See Creativity: Zero-Shot Scoring of Visual Creativity with Interpretable Reasoning

Despite the growing use of large language models (LLMs) as creativity evaluators, evidence of their alignment with human evaluations remains mixed, raising the question of when and why their judgments converge with or diverge from human judgments. Across three studies and six widely used LLMs, we addressed this gap by identifying the standards underlying LLM creativity evaluation and examining their downstream implications. Study 1 showed that LLMs generally relied on a narrower subset of human creativity evaluation standards. Convergence with human standards was strongest in the novelty dimension, whereas divergence was clearest in the contextual dimension, which captures social, market, and reputational information. Moreover, each LLM exhibited distinct, model-specific standards that varied substantially in breadth. These differences in evaluation standards were reflected in actual creativity judgments. Study 2 (N = 1,103 ideas) showed that LLM evaluations were moderately correlated with human evaluations, and individual LLMs with broader standards better distinguished ideas humans judged as more versus less creative. Study 3 (N = 1,195) showed that LLMs were less sensitive to contextual information: such information significantly altered human creativity ratings but left LLM ratings largely unchanged. Together, our findings help explain the mixed evidence on LLM-human alignment, showing that alignment depends on the evidence a judgment demands and the standards each model applies. LLMs may resemble humans when evaluations emphasize intrinsic qualities such as novelty, yet diverge when judgments require contextual information. Selecting an LLM evaluator is therefore a consequential decision: different models, applying different standards, recognize different ideas as creative.

Automated evaluation of creativity tasks remains challenging for LLM-as-a-Judge, as LLM is susceptible to biases such as verbosity bias and leniency bias. Such limitations are particularly evident in Contextually-Grounded and Procedurally-Structured Tasks (CGPST), a complex multi-step creativity task where inter-step dependencies, highly subjectivity, and wide scoring ranges lead to more unstable and biased judgments. Existing approaches either rely on task-specific training or directly apply LLM-as-a-Judge, both of which struggle to ensure reliable evaluation under such complexity. To bridge these gaps, we propose CreaEval, an automated creativity evaluator for CGPST that decouples typical LLM-as-a-Judge into analysis and judging. Correspondingly, CreaEval involves two critical phases: Memory-augmented Analysis, a SoT-LLM converts multi-step responses into structured evaluation evidence, incorporating cross-step memory; and Evidence-based Judging, a Judge-LLM uses the extracted evidence for judging without accessing raw responses. Comprehensive experiments show that CreaEval achieves an average performance improvement of 22.74% over the second-best baselines across CGPST and two classic simple creativity tasks, demonstrating its generalizability. The code is available at https://github.com/Jaong/CreaEval.

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.