Galton's law of mediocrity: Why large language models regress to the mean and fail at creativity in advertising

Abstract

Large language models (LLMs) generate fluent text yet often default to safe, generic phrasing, raising doubts about their ability to handle creativity. We formalize this tendency as a Galton-style regression to the mean in language and evaluate it using a creativity stress test in advertising concepts. When ad ideas were simplified step by step, creative features such as metaphors, emotions, and visual cues disappeared early, while factual content remained, showing that models favor high-probabi

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