AskFred represents one of Koch’s innovative efforts to advance the understanding and application of Principle Based Management™ across its global employee base.
he Wichita Business Journal has awarded Koch with a 2025 Innovation Award for the development of its artificial intelligence-based virtual coach named AskFred™.
- The Innovation Awards recognize individuals, teams and companies that have discovered innovative approaches and solutions to workplace challenges.
Why it matters: AskFred™ represents one of Koch’s innovative efforts to advance the understanding and application of its business management framework, Principle Based Management™, across its global employee base.
- Using the tool allows Koch employees to leverage the latest AI technology to become more effective in their roles by more deeply engage with the principles that make up the PBM framework.
Go deeper: AskFred™ is more than a way for people to search and find information. It’s meant to be used conversationally — as if someone were talking to a virtual coach. While it can describe or define concepts, AskFred™ provides even greater benefit by providing examples and guidance in applying PBM to specific situations.
Steve Daley, president of Principle Based Management, accepts the Wichita Business Journal 2025 Innovation Award.
How it works: Unlike general AI tools, AskFred™ was trained specifically on PBM material. It’s regularly updated with new information. It’s also instructed to behave more conversationally and encourages practicing conversations through role play.
Yes, but: AskFred™ is not a generalized AI chatbot with deep knowledge of all subjects. The platform is also not intended to replace person-to-person conversations or individual judgment and critical thinking.
The ongoing improvement of AskFred™ functionality comes as Koch continues its years-long experimentation with AI. Koch is committed to adopting AI in a principled manner, using its innovative tools to drive competitive advantage, empower individuals and expand human knowledge.
Header image: The team that developed AskFred™.
Standing, left to right: Matt Hoag, Joe Desrosiers, Mark Sweat
Seated, left to right: Steve Daley, Amber Vitale, Timothy Johnson
