The proliferation of Artificial Intelligence (AI) solutions has intensified the discussion around their business value. While literature recognizes AI business value is not a straightforward task, its communication has received less attention. Yet, many of the problems organizations face in their value capture indicate communication issues, like expectations misalignment or trust. Indeed, literature points to further exploring the communication of AI business value. We address this by conducting a case study and we examine how a company communicates the value of their AI tools. We draw from semiotics, and we analyze the modes of communication operationalized to communicate the business value. We identify four types of rhetorical dualities and develop a taxonomy of AI business value communication, which includes substantive and relational aspects of AI business value. We contribute to the literature on strategic utilization of AI, delineating the communication of its value, offering theoretical and practical insights.