Every major interface shift in computing created new industries. The mouse, the browser, multitouch. Each was a tool that extended what humans could do. AI is the first with capabilities of its own. It reasons, personalizes, and acts on your behalf. The interaction between humans and the digital world has a new actor.

And like every platform shift before it, a new layer has emerged between people and businesses. Search organized the web. Mobile organized apps. Each gave people options to choose from. This one chooses for them.

Businesses built brands for human emotion and designed funnels they owned. But agents choose on structure, data, and results. When they choose which businesses to use, the funnel disappears. And agents carry their own tension: they need user trust to grow, but they need businesses to sustain.

And at every decision point, agents reach moments they cannot resolve alone. Humans decide by seeing, comparing, and interacting. Text alone is rarely enough. And what agents show in those moments won’t be generic. Businesses will want their identity there. The last mile of every agent’s task is a human moment, and no one has built the foundations for it.

How this gets built will shape the next era of computing.

Orra was founded by the people who shaped how AI gathers knowledge from the world and how it returns action to humans, working with Anthropic and OpenAI to establish the first shared standards for interactive AI. We’re building the foundations for how humans, agents, and businesses succeed together.

If this trajectory has brought you to the same conclusion, we’d like to meet you.