The Katzman Automatic Imaging Telescope (KAIT) responded to GRB 100728A and began taking data starting less than one minute after the trigger. A moderately bright optical transient not present in DSS survey imaging is visible in the initial set of exposures at the following position: RA = 02:56:13.48 dec = +00:16:51.8 (J2000) We measure I = 18.7 +/- 0.3 mag at 10:33:51 UT (t = 95 secs after the BAT trigger) In addition, we also manually slewed the 1.0 meter Nickel telescope and began taking data starting at 6.6 minutes after the trigger; the afterglow is also well-detected and is seen to fade in subsequent exposures. Follow-up is continuing.