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This paper presents new approaches to formulating and solving complex real-life decision-making problems, making use of the creativity concept. We assume that the decision-making process is embedded in the system of views and mutual relations between the decision-makers and their surrounding environment, so that creativity, as defined formally in Sec. 2, could play a primary role in the decision-making process. We will investigate multicriteria decision problems, where the decision-maker is unable to fully follow decisionmaking rules resulting from a standard mathematical formulation of multicriteria optimization problem. This is either due to external conditions (such as the need to make a quick decision, loss of data, or lack of data processing capabilities) or when the decision-maker can manifest creativity related to the hidden internal states of the decision-making process. We will provide a formal definition of freedom of choice (FOC), specifying three levels of FOC for multicriteria decision-making (MCDM) problems. Then we will point out that creativity in decision-making can be explained within the framework of autonomous and free decisions, and that decision-making freedom is a necessary prerequisite for creativity. The methods presented here can be applied to analyzing human decision-making processes and conditions allowing the expression of creativity as well as to designing pathways leading to creative decision-making in artificial autonomous decision systems (AADS). The applications of the latter include visual information retrieval, financial decision-making with feature identification, intelligent recommenders, to name just a few.