‘This is fine’ creator says AI startup stole his art

Source: TechCrunch

You’ve seen this comic before: an anthropomorphic dog sits smiling, surrounded by flames, and says, “This is fine.” It’s become one of the most durable memes of the past decade, and now AI startup Artisan appears to have incorporated it into an ad campaign—an ad that the comic’s creator, KC Green, says stole his art.

Artisan’s subway ad

A Bluesky post shows an ad in a subway station featuring Green’s dog, except the caption reads, “My pipeline is on fire,” with an overlaid message urging passersby to “Hire Ava the AI BDR.” The post can be viewed here.

KC Green’s reaction

Quoting the post, Green said he’s “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 asked followers to “please vandalize it if and when you see it.” His full statement is available on Bluesky here.

When TechCrunch reached out to Artisan for comment, the company replied:

“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.

Background of the “This is fine” meme

The panel first appeared in Green’s webcomic Gunshow in 2013. Although Green hasn’t disavowed the smiling‑melting dog entirely—he recently turned the comic into a game (play it here)—the image has clearly “escaped from his control” (Vox analysis).

Artisan’s history of controversial ads

Artisan has courted controversy before, notably with billboards urging businesses to “Stop hiring humans.” Founder and CEO Jaspar Carmichael‑Jack clarified that the message targeted “a category of work,” not “humans at large” (see the campaign).

Legal context and other artists

Artists have taken action when their work is used commercially without permission. Cartoonist Matt Furie, for example, sued the right‑wing site Infowars over the unauthorized use of his character Pepe the Frog; the parties eventually settled (TechCrunch coverage).

Green’s next steps

Green told TechCrunch via email that he is “looking into [legal] representation, as I feel I have to.” He added that having to pursue legal action “takes the wind out of my sails,” forcing him to spend time on the court system instead of focusing on drawing comics and stories. He concluded, “These no‑thought A.I. losers aren’t untouchable and memes just don’t come out of thin air.”