‘This is Fine’ Meme Creator Accuses AI Startup Artisan of Art Theft

KC Green, the artist behind one of the internet’s most enduring memes — an anthropomorphic dog sitting calmly amid flames saying “This is fine” — has accused AI startup Artisan of using his work in an advertising campaign without authorization.

A post on Bluesky appears to show a subway station ad featuring Green’s artwork, but with the dog saying “My pipeline is on fire” and a message urging commuters to “Hire Ava the AI BDR.”

Green, quoting the post, said he had “been getting more folks telling me about this” and that “it’s not anything I agreed to.” He described the ad as having “been stolen like AI steals” and told followers to “please vandalize it if and when you see it.”

TechCrunch contacted Artisan for comment. The company responded: “We have a lot of respect for KC Green and his work, and we’re reaching out to him directly.” In a follow-up, Artisan said it had scheduled time to speak with Green.

A History of Controversial Advertising

This is not the first time Artisan has courted controversy. The company previously drew widespread criticism for billboards urging businesses to “Stop hiring humans.” Founder and CEO Jaspar Carmichael-Jack defended the campaign, insisting the message referred to “a category of work,” not “humans at large.”

Artists Fighting Back

“This is fine” first appeared in Green’s webcomic “Gunshow” in 2013. Green is far from the only artist to see his work used in ways he finds objectionable. Cartoonist Matt Furie, for example, sued conspiracy site Infowars for using his character Pepe the Frog in a poster — the two eventually settled.

Green told TechCrunch via email that he will be “looking into [legal] representation, as I feel I have to.” However, he added that it “takes the wind out of my sails” to spend time navigating the legal system “instead of putting that back into what I am passionate about, which is drawing comics and stories.”

“These no-thought A.I. losers aren’t untouchable and memes just don’t come out of thin air,” Green said.

The incident reopens broader questions about the ethical and legal boundaries of AI companies using copyrighted material for commercial promotion.

Source: TechCrunch

The Incident

AI startup Artisan has sparked a copyright controversy after using an adapted version of the classic webcomic “This is fine” in a subway advertisement campaign. KC Green, the original creator of the comic, posted on Bluesky that his artwork had been “stolen.”

What Happened

The ad, displayed in a subway station, features Green’s iconic dog sitting amid flames — but with the caption changed to “My pipeline is on fire,” accompanied by a promotional message urging commuters to “Hire Ava the AI BDR.”

Green responded on Bluesky, saying he had “been getting more folks telling me about this” and that “it’s not anything I agreed to.” He described the ad as having “been stolen like AI steals” and encouraged followers to “please vandalize it if and when you see it.”

Artisan’s Response

When TechCrunch emailed Artisan for comment about the ad, the company said: “We have a lot of respect for KC Green and his work, and we’re reaching out to him directly.” In a follow-up email, Artisan said it had scheduled time to speak with Green.

Artisan’s Controversial History

This is not the first time Artisan has courted controversy with its advertising. The company previously ran billboards urging businesses to “Stop hiring humans,” drawing widespread criticism. Founder and CEO Jaspar Carmichael-Jack insisted at the time that the message was about “a category of work,” not “humans at large.”

Legal Precedents

“This is fine” first appeared in Green’s webcomic “Gunshow” in 2013 and has since become one of the most enduring internet memes of the past decade. There is precedent for artists taking action when their work is used commercially without permission — cartoonist Matt Furie sued conspiracy theory site InfoWars for using his Pepe the Frog character in a poster, and the two parties eventually reached a settlement.

Green’s Response

Green told TechCrunch via email that he will be “looking into legal representation, as I feel I have to.” However, he expressed frustration that he must “take time out of my life to try my hand at the American court system instead of putting that back into what I am passionate about, which is drawing comics and stories.”

“These no-thought A.I. losers aren’t untouchable and memes just don’t come out of thin air,” Green added.

Industry Implications

This incident highlights the growing challenge of intellectual property protection in the AI era. As generative AI tools proliferate, unauthorized use of artists’ works is becoming increasingly common. Balancing technological innovation with copyright protection has emerged as an urgent issue that the industry must address.

Source: TechCrunch