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Generative artificial intelligence (GenAI) offers various services to users through content creation, which is believed to be one of the most important components in future networks. However, training and deploying big artificial intelligence models (BAIMs) introduces substantial computational and communication overhead.This poses a critical challenge to centralized approaches, due to the need of high-performance computing infrastructure and the reliability, secrecy and timeliness issues in long-distance access of cloud services. Therefore, there is an urging need to decentralize the services, partly moving them from the cloud to the edge and establishing native GenAI services to enable private, timely, and personalized experiences. In this paper, we propose a brand-new bottom-up BAIM architecture with synergetic big cloud model and small edge models, and design a distributed training framework and a task-oriented deployment scheme for efficient provision of native GenAI services. The proposed framework can facilitate collaborative intelligence, enhance adaptability, gather edge knowledge and alleviate edge-cloud burden. The effectiveness of the proposed framework is demonstrated through an image generation use case. Finally, we outline fundamental research directions to fully exploit the collaborative potential of edge and cloud for native GenAI and BAIM applications.