Cross stitch is a hand-craft technique where 'X' shaped stitches are worked onto an evenweave fabric like Aida. It's meditative, precise, and produces pixel-art-like results.
Machine embroidery uses a computerized machine to stitch a digitized design onto fabric at production speed. It's used commercially for logos, patches, uniforms and personalization.
Some machine embroidery formats and file names include 'cross stitch' variants — these are machine files that simulate the look of cross stitch by placing X-shaped satin stitches in a grid. They're a specialty application, not the same craft as hand cross stitch.