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Massive multiple-input multiple-output (MIMO) offers significant advantages in spectral and energy efficiencies, positioning it as a cornerstone technology of fifth-generation (5G) wireless communication systems and a promising solution for the burgeoning data demands anticipated in sixth-generation (6G) networks. In recent years, with the continuous advancement of artificial intelligence (AI), a multitude of task-oriented generative foundation models (GFMs) have emerged, achieving remarkable performance in various fields such as computer vision (CV), natural language processing (NLP), and autonomous driving. As a pioneering force, these models are driving the paradigm shift in AI towards generative AI (GenAI). Among them, the generative diffusion model (GDM), as one of state-of-the-art families of generative models, demonstrates an exceptional capability to learn implicit prior knowledge and robust generalization capabilities, thereby enhancing its versatility and effectiveness across diverse applications. In this paper, we delve into the potential applications of GDM in massive MIMO communications. Specifically, we first provide an overview of massive MIMO communication, the framework of GFMs, and the working mechanism of GDM. Following this, we discuss recent research advancements in the field and present a case study of near-field channel estimation based on GDM, demonstrating its promising potential for facilitating efficient ultra-dimensional channel statement information (CSI) acquisition in the context of massive MIMO communications. Finally, we highlight several pressing challenges in future mobile communications and identify promising research directions surrounding GDM.