A while back I did a blog post about the problem of automating creativity here:
https://www.researchgate.net/post/Can_creativity_be_effectively_automated_a_note_about_P_versus_NP_problem4
This is a talk by Jürgen Schmidhuber at Singularity Summit 2009 that gives a simple explanation of the algorithmic principle behind creativity: http://vimeo.com/7441291