For how much emphasis this is putting on the creativity behind AV direction, the vast majority of JAV I see is incredibly cookie cutter. I mean I know they all want to stand out (one look at their LN-worthy titles is enough to get that vibe) but in the end it's almost always the exact same type of play with the same exact type of tropes.
I think AV, most of the time, works the same as those exclusively-for-fapping ero doujin.
Or to pull it further, similar to the usual “I like this story, can I have recs for more stories like this” recommendation request threads you can often see in internet.
Assumedly, their main audience primary want is “more of this tags” until they’re really sick of it, rather than “something new” (it’s nice to have, but not top priority).
Yeah, there might be directors who wants to do something new. But those would be rare, and when creativity is demanded, you won’t be able to do the mass-production output in volume. So it becomes
same thing but this time with my favourite character/actress