Human diversity fuels collective creativity that large language models cannot simulate or sustain

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.

Although artificial intelligence (AI) now matches or exceeds human performance across numerous cognitive tasks, creativity remains a highly contested frontier. As AI systems based on large language models (LLMs) are increasingly adopted in research and innovation, it is essential to understand and augment their creativity. Here we demonstrate that multi-agent LLM teams not only surpass single agents, but also substantially outperform human teams in creativity (Cohen's d=1.50) across 4,541 multi-agent LLM ideas and 341 human-team ideas on six diverse problem-solving tasks. This advantage is driven by novelty while maintaining comparable usefulness. To investigate the generative processes in both groups, we represent conversations as paths through semantic space using neural language model representations. Both LLM and human teams produce more creative ideas when conversations range widely rather than staying centered on a single theme (low global coherence). However, the additional patterns that predict creativity differ: LLM teams benefit from efficient exploration (high semantic spread, shorter paths), while human teams benefit from maintaining smooth conversational flow (high local coherence, frequent pivots). Additionally, we identify model choice and discussion structure as orthogonal design levers that together explain 26.8% of variance in LLM conversational dynamics, paving the way for systematic approaches to developing multi-agent systems with augmented creative capabilities.

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.