The 21st-century digital era has introduced innovative AI-driven technologies that have revolutionised the marketing communication practice, making communication with the consumer faster, easier and more personalised. Hence, it has become increasingly important to explore how Nigerian businesses can engage in sustainable marketing communication practices to stimulate consumers’ interest and purchase of goods and services, in this era of rapidly evolving technologies. Using the Social Construction of Technology (SCOT) and Medium theories, this paper adopts a qualitative case study method with four Nigerian organisations, to explore their strategies for implementing ethical and sustainable marketing communication practices in their marketing operations. Secondary data was collected and analysed thematically to provide a deeper understanding of the emerging trends and current issues that are shaping marketing communication practices in Nigeria. The findings provide valuable insights for marketers, policymakers, and other stakeholders to develop effective strategies which could promote ethical and sustainable marketing practices.