The viral “This is fine” image appeared in an AI startup ad, sparking creator backlash. The unfolding response could reshape how companies license internet memes.
A famous meme featuring an anthropomorphic dog who smiles amid the flames and says ‘This is fine’ has endured for over a decade as one of the most enduring images in online culture. According to information that has surfaced publicly, the AI startup Artisan used it in an advertising campaign, accusing the creator of the Gunshow comic, KC Green, of stealing the artwork.
According to Bluesky, the subway poster allegedly contained Green’s work, but the dog uttered the phrase: ‘[M]y pipeline is on fire’, and over the image appeared the slogan ‘Hire Ava the AI BDR’.
“I’m hearing more and more from people who are telling me about this, and it’s not what I signed up for.”
– KC Green
Green told TechCrunch that Artisan expressed respect for his work and reached out to the artist directly. In subsequent statements, the company said it had scheduled time for a talk with the author.
“We have a lot of respect for KC Green and his work, and we are reaching out to him directly.”
– Artisan
Artisan had previously been the subject of discussion due to advertising campaigns, notably with billboards reading “Stop hiring humans” – although founder Jaspar Carmichael-Jack says the message referred to only a certain category of work, not all people.
“These mindless AI losers are not invincible, and memes don’t appear out of thin air.”
– KC Green
“This is fine” first appeared in Green’s webcomic in 2013 under the title Gunshow. Although the author does not fully reject the meme (in recent releases the meme has been turned into a game), it’s clear that control over the meme no longer fully belongs to the creator. Meanwhile, cases of using his works for commercial purposes without permission occur quite often among artists.
Green noted in a letter to TechCrunch that he is considering legal support to protect his rights, but acknowledges that spending time on a court battle instead of creativity is not the most pleasant activity. He added: “These mindless AI losers are not invincible, and memes don’t appear out of thin air.”
Overall, the discussion around using memes in advertising may prompt artists to more actively defend copyright and encourage companies to be more mindful of creators’ rights in future campaigns.