I think we're talking about two different types of "creative". One is the re-hashing of existing ideas and content into existing structures. That styles is the kind you see in marketing, design, the corporate world, and even much of the artistic world. It is also the kind in the links you shared, which specifically are measuring performance on "well-defined tasks". And there is nothing wrong with that type of creativity. But there is a second kind - the kind where people bring unique ideas to the world that do not match what has come before. We don't even need to stick to art for that, we can take a fairly obvious example of someone like Einstein, who was able to devise new theories based on existing knowledge - theories that were not re-hashes of the current ideas, but completely new ways to approach the same information.

If LLMs can do that - take the same body of information, from any subject area, and devise novel ideas that do not match pre-existing structure, building something more than the sum of the parts, that is the more interesting style of creativity to measure