Another generative-AI contender that wants to make workers more efficient, through technology that observes them while at work to identify and automate repetitive tasks, has landed $30 million in funding and one big backer: Former Walt Disney Co. Chairman Jeffrey Katzenberg.

The robot co-worker of sorts, courtesy of Orby AI, claims to have developed the only available enterprise-ready automation platform that melds patented GenAI with intelligent AI agents and a large action model.

“Orby’s platform automates the mundane so that organizations can focus on their most strategic and impactful work,” Jeffrey Katzenberg, founding partner at technology-investment firm WndrCo., said in a statement.

“Yesterday’s process automation solutions were never designed to address the dynamic and complex nature of work being performed within the enterprise,” Bella Liu, co-founder and CEO of Orby AI, said in an interview online. “We are blowing the lid off what AI can do for enterprises with a completely new platform.”

Orby radically reduces the time to automation from months to minutes while enabling automation for tasks that require decision-making and domain knowledge that difficult to accomplish with traditional approaches.

Traditional automation tools lack AI sophistication, come with a steep price and are technically challenging to automate complex repetitive work beyond simple rules-based automation.

Orby says it has worked around the issue with the only available Generative Process Automation platform, a new class of business process that lets organizations automate complex labor-intensive processes as well as multi-touch workflows that require contextual reasoning — with little or not technical expertise or IT resources.

Here’s how it works: An AI agent receives a set of instructions and then autonomously generates a workflow that incorporates other specialized agents to carry out various sub-tasks, such as data analysis or customer interaction, according to Orby.

Orby’s play addresses a classically underserved market.

About half the activities of workers in the global economy, who are paid nearly $15 trillion a year, can be automated, according to a McKinsey analysis of more than 2,000 work activities across 800 occupations. Indeed, some 60% of all occupations have at least 30% of constituent activities that could be automated, the analysis found.

“We see a massive market opportunity in the application of generative AI technology to address complex enterprise workflows that can negatively impact productivity,” said Bruce Beck, Enterprise Systems CIO at JLL Technologies. “Orby’s unique AI approach stands poised to revolutionize the very fabric of enterprise, untangling the knots of complex workflows and ushering in a future of unparalleled efficiency.”