As global enterprises focus on improving CX (customer experience) across the world we see the following impact: Huge increase in dynamic, unstructured CX related content; Substantial increase in content and translation volumes; Increased use of “raw” MT; Changes in the view of translation quality; Changes in the kinds of tools and processes used to enable effective massive-scale translation capabilities. This presentation will provide examples of the content changes and it’s impact on optimal tools and the translation production process. Several use case and case studies will be provided to illustrate the growing need for better man-machine collaboration and will also highlight emerging best practices that show that MT has only begun it’s deep engagement with international business initiatives for any global enterprise.