Semantic Communication (SC) is a novel paradigm for data transmission in 6G. However, there are several challenges posed when performing SC in 3D scenarios: 1) 3D semantic extraction; 2) Latent semantic redundancy; and 3) Uncertain channel estimation. To address these issues, we propose a Generative AI Model assisted 3D SC (GAM-3DSC) system. Firstly, we introduce a 3D Semantic Extractor (3DSE), which employs generative AI models, including Segment Anything Model (SAM) and Neural Radiance Field (NeRF), to extract key semantics from a 3D scenario based on user requirements. The extracted 3D semantics are represented as multi-perspective images of the goal-oriented 3D object. Then, we present an Adaptive Semantic Compression Model (ASCM) for encoding these multi-perspective images, in which we use a semantic encoder with two output heads to perform semantic encoding and mask redundant semantics in the latent semantic space, respectively. Next, we design a conditional Generative adversarial network and Diffusion model aided-Channel Estimation (GDCE) to estimate and refine the Channel State Information (CSI) of physical channels. Finally, simulation results demonstrate the advantages of the proposed GAM-3DSC system in effectively transmitting the goal-oriented 3D scenario.