'This is fine' creator says AI startup stole his art

The Controversy

KC Green, the artist behind the iconic "This is fine" meme, has accused AI startup Artisan of stealing his art for an advertising campaign. The original comic features an anthropomorphic dog sitting calmly in flames saying "This is fine" — one of the most enduring internet memes of the past decade.

The Unauthorized Ad

• A subway station ad appears to show Green's art modified, with the dog now saying "[M]y pipeline is on fire"
• The ad includes an overlaid message urging passersby to "Hire Ava the AI BDR"
• Green stated on Bluesky that he never agreed to the use and called it stolen "like AI steals"
• He urged followers to "please vandalize it if and when you see it"

Artisan's Response

When contacted by TechCrunch:

• Artisan stated: "We have a lot of respect for KC Green and his work, and we're reaching out to him directly"
• The company scheduled time to speak with Green
• Artisan previously courted controversy with billboards urging businesses to "Stop hiring humans"

Legal Implications

Green's Position:

• He told TechCrunch he will be "looking into [legal] representation"
• Stated it "takes the wind out of my sails" to pursue legal action instead of creating art
• Emphasized: "These no-thought A.I. losers aren't untouchable and memes just don't come out of thin air"

Historical Context:

• Green is far from the only artist whose meme-able art has been used without permission
• Similar case: Matt Furie sued Infowars for using Pepe the Frog in a poster and eventually settled
• "This is fine" first appeared in Green's webcomic "Gunshow" in 2013

Key Takeaways

• Artists' rights over viral memes remain a complex legal and ethical issue
• AI companies continue to face scrutiny over content usage and attribution
• The incident highlights ongoing tensions between AI monetization and creative rights
• Green's case may set precedents for how meme creators can protect their work