Episode 11: Transcreation: beyond literal translation

Transcreation sits where translation meets copywriting, creativity and cultural adaptation. In this episode, Anna Holmén talks to Italian transcreation expert Claudia Benetello about why human nuance, humour, voice and individual flair still matter in a world increasingly shaped by AI – especially in marketing and creative language work.

Claudia will speak at the 2026 Translating Europe Forum. Register for #2026TEF (translation.ec.europa.eu/news-and-events/event…)