The surge in connected devices in 6G with typical complex tasks requiring multi-user cooperation, such as smart agriculture and smart cities, poses significant challenges to unsustainable traditional communication. Fortunately, the booming artificial intelligence technology and the growing computational power of devices offer a promising 6G enabler: semantic communication (SemCom). However, existing deep learning-based SemCom paradigms struggle to extend to multi-user scenarios due to its increasing model size with the growing number of users and its limited compatibility with complex communication environments. Consequently, to truly empower 6G networks with this critical technology, this article rethinks generative SemCom for multi-user system with multi-modal large language model (MLLM), and propose a novel framework called ``M2GSC". In this framework, the MLLM, which serves as shared knowledge base (SKB), plays three critical roles, that is complex task decomposition, semantic representation specification, and semantic translation and mapping, for complex tasks, spawning a series of benefits such as semantic encoding standardization and semantic decoding personalization. Meanwhile, to enhance the performance of M2GSC framework, we highlight three relevant research directions, namely, upgrading SKB to closed loop agent, adaptive semantic encoding offloading, and streamlined semantic decoding offloading, as well as the involved multi-user resource management. Finally, a case study is conducted to demonstrate the preliminary validation on the effectiveness of the M2GSC framework in terms of streamlined decoding offloading.

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