An iconic meme featuring an anthropomorphic dog saying, “This is fine,” while surrounded by flames, has entered the center of a controversy involving AI startup Artisan. The image, created by artist KC Green, was seemingly used without permission in a subway ad campaign. In the campaign, the dog states, “[M]y pipeline is on fire,” with a message promoting “Hire Ava the AI BDR.”
Green reacted to a Bluesky post displaying the ad, expressing frustration that his art was used without consent, likening its unauthorized use to theft by AI systems. He even encouraged vandalism if people encounter the ad.
When contacted by TechCrunch, Artisan expressed respect for Green’s work and said they were reaching out to resolve the matter. Artisan has previously faced backlash for ads suggesting businesses “Stop hiring humans,” though CEO Jaspar Carmichael-Jack clarified it targeted certain jobs, not humans generally.
Originally appearing in Green’s 2013 webcomic “Gunshow,” the “This is fine” image has become a famous meme beyond the artist’s control. Despite creating a game based on the comic, Green and other artists have struggled with unauthorized commercial use of their work, similar to cartoonist Matt Furie’s legal battle over character Pepe the Frog.
Green is contemplating legal action, concerned about diverting his energy from creating art to navigating the legal system. He remarked that AI and memes don’t arise from nowhere, emphasizing artists’ rights.
Artists continue seeking recourse when their works are used commercially without permission, as seen in Furie’s legal resolution with Infowars. Despite the challenges, Green remains determined to protect his work.