It’s not the “rules” that make its creative work cliche — it’s that the model works specifically by identifying common patterns in training data and then efficiently resurfacing those common patterns in its output. That’s basically the definition of cliche.

It’s good at associating common formulations with a prompt, but is designed to dismiss the unique or idiosyncratic formulations that we associate with compelling art.

You’d need to throw it a real curveball prompt to start digging out art that feels fresh and sophisticated, largely by confusing it into making weird/weakly-trained associations and then filtering the resultant noise for interesting signal.

There are probably other approaches to model design and training that can be better at making art that feels original and insightful, but ChatGPT isn’t built for that.