Hand-guided machine embroidery is a skill used in couture dressmaking where the embroiderer creates a design and then embroiders it onto the fabric free-hand, using the needle of the sewing machine like a paintbrush. It takes a huge amount of practice and concentration to get it right and the result is a subtle painterly finish unique to the artist's style. It is rarely perfect and utterly unlike digital embroidery which is used for things like logos. You can imagine the difference betwen the two like printed text vs. hand calligraphy.