On a conference call with analysts following the company's third-quarter earnings report on Thursday, Jassy pointed to the success of Amazon's cloud computing business, Amazon Web Services, which has become a crucial profit engine despite the extreme costs associated with building data centers.

"I think we've proven over time that we can drive enough operating income and free cash flow to make this a very successful return on invested capital business," Jassy said. "We expect the same thing will happen here with generative AI."