The 4S Framework helps creators and teams work side by side with AI in a clear, hands-on way. Developed at the Immersive Lab (AP Hogeschool) through two years of research in the Tetra Creative AI project, it builds on earlier projects Deep Design Dreams and AI-Driven Design.

The framework guides you through four dynamic phases:

• Sense – framing context, goals, and intent
• Sample – exploring ideas through generative AI
• Shape – curating, refining, and integrating results
• Stage – implementing, finalizing, and evaluating outcomes

Rather than a fixed sequence, these phases form a creative loop: discoveries in one stage can spark new directions in another. At the core is continuous learning—reflection and feedback that make human–AI co-creation both sustainable and future-ready. Grounded in theory (Manovich & Arielli, Akten) and enriched with real-world cases—from VR installations and brand design to AI-assisted film projects—the 4S Framework offers a practical and critical way to embrace AI as a creative partner.

Explore our Creative AI Playbook: a growing library of ‘seeds’: case studies, student projects, tutorials and guides, and collaborations with industry partners. Each seed shows how the framework comes to life – and keeps evolving.

Discover the 4S Framework in action – dive into the cases from our Creative AI Playbook and start exploring.