Artificial intelligence is not a new subject of interest, however in recent years there has been dramatic development of generative artificial intelligence, which can be applied in many areas of socio-economic life, including market communication. This is of key importance not only for communication conducted by firms on the domestic market, but also with regard to the search for new markets and the related geographical expansion. Our research considerations are based on a narrative and descriptive literature review, as well as on semiotic analysis using binary oppositions related to such categories as people and technology. These methods were used to achieve the objective of this paper i.e. to explore the opportunities and limitations related to the use of generative artificial intelligence in market communication taking into account the internationalisation of enterprises’ activity as well as cultural differences. The result of the research procedure is a theoretical model related to the use of generative artificial intelligence in market communication, as well as principles for cooperation between human and artificial intelligence.