“This Is Fine” Creator Says AI Startup Stole His Art And He’s Not Fine With It
The internet’s most iconic meme just became the center of a real-world intellectual property battle. KC Green, the artist behind the beloved “This is Fine” dog comic, is accusing AI startup Artisan of using his artwork in a subway advertisement without his knowledge or consent and he says an AI startup stole his work just like AI systems steal from creators every day.
The ad in question, spotted in a subway station and shared in a Bluesky post, features Green’s famous dog this time saying “my pipeline is on fire” alongside a prompt encouraging commuters to “Hire Ava the AI BDR.” Green confirmed on Bluesky that the use of his image was entirely unauthorised, writing that “it’s been stolen like AI steals,” and urging followers to vandalize the ad if they spot it.
When TechCrunch reached out, Artisan responded saying it has “a lot of respect for KC Green and his work,” and that the company was reaching out to him directly. A follow-up indicated the two parties had scheduled time to speak. But for Green, the damage is already done and the response feels like too little, too late.
This is not the first time Artisan has found itself in the middle of public backlash. The startup previously stirred controversy with billboards telling businesses to “Stop hiring humans,” a campaign its CEO Jaspar Carmichael-Jack defended as being directed at a “category of work” rather than people broadly. The latest controversy suggests the company has a pattern of provocative marketing that doesn’t always account for the people it affects.
Green’s “This is Fine” comic originally appeared in his webcomic Gunshow back in 2013. It quickly became one of the most recognisable memes of the decade. Green has watched his creation take on a life of its own over the years, he recently even adapted it into a video game but losing creative control is one thing. Having it used to sell an AI product without permission is another entirely.
This case draws a notable parallel to that of cartoonist Matt Furie, who successfully sued Infowars for using his Pepe the Frog character commercially without authorisation. Furie and Infowars eventually reached a settlement, a precedent Green may be watching closely.
Green told TechCrunch he is now looking into legal representation, though he expressed frustration that the burden falls on him. “It takes the wind out of my sails,” he said, adding that he resents having to navigate the court system “instead of putting that back into what I am passionate about, which is drawing comics and stories.” He was direct in his assessment of those behind the ad: “These no-thought A.I. losers aren’t untouchable and memes just don’t come out of thin air.”
The case is yet another flashpoint in the growing tension between AI companies and the artists whose work they profit from and a reminder that when an AI startup steals an artist’s work, real people pay the price.
