‘This Is Fine’ Meme Artist Accuses AI Firm of Using His Work

The creator behind one of the internet’s most recognizable memes is pushing back against an AI startup—accusing it of using his artwork without permission.

KC Green, the artist behind the viral “This is fine” comic, says his work was used in a subway ad campaign by Artisan without his approval.

A Familiar Meme, A New Controversy

The original comic—featuring a calm dog sitting in a burning room saying “This is fine”—first appeared in Green’s webcomic Gunshow in 2013. Over the years, it has become one of the most widely shared memes online.

But now, the image has resurfaced in a commercial setting. According to posts circulating online, the ad modifies the text to read “My pipeline is on fire” and promotes an AI product with the message: “Hire Ava the AI BDR.”

Green says he had no involvement in the campaign.

“It’s not anything I agreed to,” he wrote, adding that the artwork had been “stolen like AI steals.”

He also urged followers to report or even deface the ad if they come across it.

Company Responds

After being contacted for comment, Artisan said it respects Green’s work and has reached out to him directly. The company later confirmed that it had scheduled a conversation with the artist.

This isn’t the first time Artisan has drawn attention for its marketing. The startup previously sparked debate with ads encouraging businesses to “Stop hiring humans,” which its CEO said was meant to refer to certain job categories—not people as a whole.

Legal Action on the Table

Green is now considering legal options. He told reporters that he is exploring representation, though the process itself is frustrating.

“It takes the wind out of my sails,” he said, noting that he’d rather focus on creating art than dealing with legal battles.

A Wider Issue for Artists

Green’s case highlights a growing concern in the AI era: how creative work is reused, remixed, or monetized without consent.

He’s far from alone. In previous high-profile cases, artists have taken legal action to protect their work. For example, Matt Furie successfully challenged the unauthorized use of his character Pepe the Frog by the conspiracy site Infowars, leading to a settlement.

Why It Matters

Memes often feel like shared internet culture—but behind many of them are original creators. As AI tools and marketing campaigns increasingly tap into viral imagery, the line between inspiration and infringement is becoming harder to ignore.

For Green, the message is simple:
Memes don’t appear out of nowhere—and creators deserve credit and control over how their work is used.

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