The increasing use of Artificial Intelligence (AI) in professional translation and transcreation raises questions about its effectiveness, limitations, and practical applications. This study explores how master’s students in Professional Translation at the University of Granada (Spain) faced the transcreation of public health advertising campaigns, adapting them for migrant populations using ChatGPT. The research aims to assess both AI’s ability to culturally sensitive content and the strategies employed by students to refine AI-generated outputs. A qualitative analysis using NVivo was conducted on the students’ prompts, AI-generated responses, and their reflections on the transcreations process. Through NVivo’s data categorization and thematic analysis, key patterns emerged regarding AI’s efficiency, its limitations, and the necessity of human intervention for effective adaptation.

The study contributes to the discussion on AI’s role in creative translation, emphasizing its pedagogical implications and the evolving relationship between future translators and AI assisted translation and transcreation strategies.

Keywords: Artificial Intelligence, Translation, Transcreation, ChatGPT, Education.