Arum refers to two distinct companies: 1. Arum (Japan): Focuses on AI and automation in the metalworking sector, offering software to automate NC programs from 3D CAD data. It targets manufacturing industries, improving efficiency and accuracy. 2. Arum (UK): A business consulting firm specializing in debt collection and recovery. It provides independent advice and operational support to financial services, utilities, and public sectors across over 20 countries. The unique selling proposition for Arum (UK) is its expertise in transforming collections technology and strategy, while Arum (Japan) excels in AI-driven manufacturing solutions.