Tim Massa on How Kroger’s Values-Based Approach Guides Success

In the final edition of the CHRO Association’s Chair’s Forum series for 2025, Association Chair Tim Richmond and CEO Tim Bartl sat down with Tim Massa, Kroger’s Chief Associate Experience Officer, to discuss the importance of strong company values, people-first leadership, and a cohesive C-suite in driving corporate success.

Values as the compass: Mr. Massa emphasized the importance of remaining committed to a company’s core values. “We are guided by a set of values that have been established for decades…we lean in on these values whenever we encounter new challenges,” he said.

• Whether navigating the COVID-19 pandemic, pendulum swings on DEI, or emerging AI challenges, Kroger has relied on its core values to guide decision-making and avoid constant, short-term course corrections.

• Strong, established principles also create transparency and clear expectations for employees.

Using AI to help people succeed: Kroger is developing a framework of AI principles rooted in its core values to guide AI adoption across vendors, programs, and use cases.

• “AI is as much a change management and cultural change management [process] as a technological change—this a key moment for CHROs to provide even more value, to lead,” Massa said.

• Mr. Massa also emphasized the importance of being clear about what works best for Kroger, its employees, and its customers.

• Kroger is developing AI use cases that deliver real-time HR solutions to retail stores. For example, it’s “associate digital assistant,” named “Sage”, provides role-based personalization for store associates and managers reducing delays in employees accessing scheduling and training information and increasing transparency, reducing delays in accessing information.

• Mr. Massa views AI as an enabler to help employees succeed, as opposed to an existential threat—while acknowledging the need for robust training programs to build comfort with the technology. The company’s tech team has developed an “AI Drivers’ License” reflective of the skills employees have developed.

The CHRO as a team player: Mr. Massa also highlighted the CHRO’s role within the overall C-suite.

• CHROs cannot simply be “yes” people: “Straight talk privately, and help publicly,” he advised.

• Ultimately, he noted, the true focus of the C-suite relationship is to advance business priorities through trust, collaboration, and shared growth.

Our Chair’s Forum Series will continue in Q1 2026 featuring Monique Herena of American Express. Keep your eye out for the date!

Download the Chair’s Forum presentation here.