Large Language Models (LLMs) are revolutionizing several areas of Artificial Intelligence. One of the most remarkable applications is creative writing, e.g., poetry or storytelling: the generated outputs are often of astonishing quality. However, a natural question arises: can LLMs be really considered creative? In this article, we first analyze the development of LLMs under the lens of creativity theories, investigating the key open questions and challenges. In particular, we focus our discussion on the dimensions of value, novelty, and surprise as proposed by Margaret Boden in her work. Then, we consider different classic perspectives, namely product, process, press, and person. We discuss a set of easy'' andhard’’ problems in machine creativity, presenting them in relation to LLMs. Finally, we examine the societal impact of these technologies with a particular focus on the creative industries, analyzing the opportunities offered, the challenges arising from them, and the potential associated risks, from both legal and ethical points of view.