In an interview with CNBC’s Jim Cramer, Amazon CEO Andy Jassy said generative artificial intelligence will change the customer experience in the company’s enterprise and discretionary consumer businesses. “Generative AI is going to change every customer experience, and it’s going to make it much more accessible for everyday developers, and even business users, to use,” he said. Amazon prides itself on its ability to predict what customers want to buy, but Jassy said generative AI will further improve those processes. The new technology will also make Alexa, Amazon’s virtual assistant, more advanced, he added. Jassy acknowledged that there are potential dangers of AI, saying businesses should invest in security and make sure their large language models aren’t hallucinating. But to him, it’s not necessary to “throw the baby out with the bathwater.” Amazon Web Services announced in June that it would invest $100 million in a center to help companies use generative AI.