The iconic "This is fine" comic, featuring an anthropomorphic dog smiling amidst flames, has become a pervasive internet meme over the past decade. Its creator, artist KC Green, recently discovered his art allegedly appropriated by the AI startup Artisan for an advertising campaign without his consent.

A post on Bluesky showcased a subway ad featuring Green's distinct artwork. However, the dog in the ad now states, "[M]y pipeline is on fire," with an overlaid message urging commuters to "Hire Ava the AI BDR." Green publicly condemned this unauthorized use, stating he had not agreed to it and felt his art was "stolen like AI steals." He went further, encouraging followers to "please vandalize it if and when you see it."

When questioned by TechCrunch, Artisan acknowledged "respect for KC Green and his work" and stated they were "reaching out to him directly," later confirming a scheduled discussion. This incident is not Artisan's first foray into controversial advertising; the company previously garnered attention for billboards that provocatively advised businesses to "Stop hiring humans," a message founder and CEO Jaspar Carmichael-Jack clarified as pertaining to "a category of work," not "humans at large."

The "This is fine" comic originally debuted in Green’s webcomic “Gunshow” in 2013. While Green has continued to engage with the meme, even turning it into a game, he has acknowledged that it has largely escaped his control. The unauthorized commercial use of meme-able art is a recurring issue for artists.

Green's situation mirrors that of other creators who have pursued legal avenues when their work is monetized or used commercially without their permission. A notable example is cartoonist Matt Furie, who successfully sued Infowars for using his character Pepe the Frog in a poster, eventually reaching a settlement.

In response to Artisan's use of his art, Green informed TechCrunch that he intends to seek legal representation. He expressed frustration about having to dedicate "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 firmly asserted that "These no-thought A.I. losers aren’t untouchable and memes just don’t come out of thin air."