Transcreation is the human translation elevated with creativity. It fulfils the highest quality standards adding valuable creativity efforts. Transcrate means to create a new message in another language so that the feeling that the original evoked in its target public, resonates with the new public. This type of work requires such a high level of creativity that the use of automatic translation tools would undermine this capacity and the result would be compromised.

Human translation guarantees top quality by merging accuracy with cultural resonance to tailor the message effectively to the target audience. The use of CAT tools, translation memories and other technology helps translators maintain the coherence and terminology required. ​ However, what distinguishes human translation is: - ​Fluency entails that the translated text reads smoothly and naturally, ensuring reader engagement and comprehension, and sounds like an original. - ​Cultural sensitivity involves adapting the content to the cultural references, and norms of the target audience, thus ensuring cultural resonance.

Using automatic translation (AT) combined with post-editing can be an effective approach for translating content that is not intended for publication or wide visibility. Post-editing involves correcting significant grammatical and semantic errors in the machine-generated translation. Therefore, in this type of faster, lower cost translation work, the translator is expected to correct only the errors that hinder comprehension or alter the meaning of the original text. Style, fluency, cultural resonance, and minor errors that do not impede understanding are outside the scope of this task.

Automatic translation without human verification can only be suitable for situations where errors are acceptable, the translation outcome is not highly important. Such content could be texts that will only be used to understand the main ideas, or that will not rich a large audience. There are solutions for this type of needs, which may have a monthly subscription, and also software solutions for website translation, and automation of the process. However, these need an implementation process that can be pricey and managing the software involved requires training. Moreover the automated translations must be validated by someone proficient in the target language, making it time-consuming for your staff. Another critical issue is confidentiality. Free automatic translation tools nourish their services with user-provided data to improve, which can compromise the confidentiality of the information being translated. Therefore, these helpful tools need to be used wisely whenever the purpose, the content, and the target audience are appropriate.