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

You may recognize this iconic comic strip: a cheerful dog, surrounded by flames, declares, “This is fine.”

This image has evolved into one of the most enduring memes of the last ten years. Recently, AI startup Artisan reportedly used it in an advertising campaign — a move that KC Green, the artist behind the comic, claims involved the unauthorized use of his artwork.

A Bluesky post appears to depict an ad in a subway station using Green’s art, but with the dog saying, “[M]y pipeline is on fire,” accompanied by a call to action for onlookers to “Hire Ava the AI BDR.”

In response to this post, Green expressed that he’s “been getting more folks telling me about this” and emphasized that “it’s not anything [I] agreed to.” He further stated that the art was “stolen like AI steals” and encouraged followers to “please vandalize it if and when you see it.”

JS reached out to Artisan regarding the ad, to which the company replied, “We have a lot of respect for KC Green and his work, and we’re reaching out to him directly.” The company later confirmed that they had arranged a meeting to discuss the issue with him.

Artisan has previously sparked debate with its advertising strategies, notably with billboards advising companies to “Stop hiring humans”. Founder and CEO Jaspar Carmichael-Jack clarified that this message was intended to refer to “a category of work,” rather than “humans at large.”

The phrase “This is fine” was first seen in Green’s webcomic “Gunshow” in 2013. Although Green hasn’t completely distanced himself from the comic’s imagery (he recently adapted it into a game), the meme has undeniably taken on a life of its own. Green is not the first artist to see their art used in ways they find undesirable.

Some artists have taken legal action when their work is commercialized without approval. For instance, cartoonist Matt Furie sued the right-wing conspiracy site Infowars for using his character Pepe the Frog in a poster. The case was eventually settled.

Green informed JS via email that he is “looking into [legal] representation, as I feel I have to.” He noted the frustration of needing to “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.”

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