Orby AI Secures $35M for Workflow Automation

Orby AI Raises $35 Million to Revolutionize Business Automation with Large Action Models (LAM)
Summary:
Generative AI startup Orby AI has secured $35 million in funding to innovate business automation using a novel approach called the Large Action Model (LAM). This method differs from the more common Large Language Model (LLM) by focusing on action-based learning rather than language-based queries.
Orby’s platform automates tasks by observing user actions across various applications and workflows, fitting into the growing "no code" trend. This means users don’t need to write any code themselves; the platform generates the necessary automation scripts by watching and learning from their actions. CEO Bella Liu highlights that many so-called "no-code" tools still require some coding knowledge, but Orby aims to eliminate this barrier entirely.
The company’s approach also introduces Generative Process Automation (GPA), which leverages AI to handle complex tasks like decision-making and content creation, unlike traditional Robotics Process Automation (RPA) that focuses on simple, repetitive tasks.
Analysts like Shelly Kramer of theCUBE Research praise Orby’s LAM for its ability to "watch, learn, automate, and adapt," likening its functionality to that of Grammarly for workflow automation. While other companies like Microsoft and Salesforce are exploring LAMs, Orby currently faces little competition in this space.
Despite the advanced automation capabilities, human oversight remains essential. The system can notify users for confirmation when it encounters unfamiliar situations, ensuring accuracy and continuous learning.
Orby’s recent funding includes a $30 million Series A round announced last year, which the company delayed publicizing due to a focus on product and customer development. With the new funding, Orby is poised to make significant strides in the AI business automation landscape.