The creator of the globally recognized ‘This is fine’ comic, KC Green, has publicly accused the AI startup Artisan of copyright infringement. The dispute centers on an advertising campaign spotted in a subway station that features an altered version of Green’s famous anthropomorphic dog, who is surrounded by flames. In the modified version, the character states, ‘My pipeline is on fire’ while promoting ‘Ava,’ an AI business development representative offered by the startup.

Green addressed the situation on social media, explicitly stating that he never authorized the use of his intellectual property. The artist expressed his frustration by labeling the act as theft, comparing the unauthorized usage to the broader controversy surrounding how AI companies source data. He encouraged members of the public to deface the advertisements should they encounter them in the wild, highlighting a growing tension between independent creators and companies leveraging AI technology.

In response to the mounting criticism, Artisan issued a statement claiming they have significant respect for Green’s body of work and are attempting to resolve the issue through direct communication. This is not the first time the company has faced backlash for its aggressive marketing tactics; the firm previously drew scrutiny for billboard advertisements that suggested businesses should ‘stop hiring humans.’

Originally debuting in the 2013 webcomic ‘Gunshow,’ the ‘This is fine’ meme has become a permanent fixture of internet culture. While Green has embraced some aspects of his creation’s popularity, he remains a vocal critic of AI companies that utilize the hard work of artists without consent or compensation. The incident serves as a stark reminder of the ongoing legal and ethical challenges facing the creative industry as generative AI continues to proliferate in commercial advertising.