I genuinely believe true creativity taps into something beyond our conscious experience, and is a kind of strange combination between premonition and expression of the collective unconscious. I think our systems and machine centric world is delusional about the ability to statistically predict how to deliver what people actually want/need, and those systems are unable to replicate extremely important hidden benefits of human curation. We've created systems that seem to be able to meet our needs "automatically", but they don't actually meet our needs/they're too self referential and too reliant on explicit metrics. Those systems have taken over most of the more natural avenues for discovery and end up over-selecting for things that are the average of existing material, and have little creative authenticity. AI recommended and generated movies/art is the final boss of this trend.
That trap is a consequence of the dopaminergic treadmills most of us are stuck on courtesy of recommendation algorithms optimizing purely for attention.