Luminous Galactic OH/IR stars have been identified as massive (>4-5 M_s) AGB stars experiencing HBB and Li production. Their Rb abundances and [Rb/Zr] ratios derived from hydrostatic model atmospheres, are significantly higher than predictions from AGB nucleosynthesis models, posing a problem to our understanding of AGB evolution and nucleosynthesis. We report new Rb and Zr abundances in the full sample of massive Galactic AGB stars, previously studied with hydrostatic models, by using more realistic extended model atmospheres. We use a modified version of the spectral synthesis code Turbospectrum and consider the presence of a circumstellar envelope and radial wind. The Rb and Zr abundances are determined from the 7800 A Rb I resonant line and the 6474 A ZrO bandhead, respectively, and we explore the sensitivity of the derived abundances to variations of the stellar (Teff) and wind (M_loss, beta and vexp) parameters in the extended models. The Rb and Zr abundances derived from the best spectral fits are compared with the most recent AGB nucleosynthesis theoretical models. The new Rb abundances are much lower (even 1-2 dex) than those derived with the hydrostatic models, while the Zr abundances are similar. The Rb I line profile and Rb abundance are very sensitive to the M_loss rate but much less sensitive to variations of the wind velocity-law and the vexp(OH). We confirm the earlier preliminary results based on a smaller sample of massive O-rich AGB stars, that the use of extended atmosphere models can solve the discrepancy between the AGB nucleosynthesis theoretical models and the observations of Galactic massive AGB stars. The Rb abundances, however, are still strongly dependent of the M_loss, which is unknown in these AGB stars. Accurate M_loss rates in these massive Galactic AGB stars are needed in order to break the models degeneracy and get reliable Rb abundances in these stars.