Misryoum reports that artist KC Green says an AI startup’s subway ad used his “This is fine” artwork without permission.
A familiar “This is fine” comic is back in the spotlight, after artist KC Green alleged that an AI startup used his work in a subway ad without getting his consent.
The campaign. associated with Artisan. appears to repurpose Green’s well-known imagery: the anthropomorphic dog surrounded by flames. paired with a message that frames the moment as a professional recruiting pitch.. In the version seen in a subway setting. the dog’s caption shifts from the original meme format to a line about an “AI BDR” pipeline. alongside promotional text urging passersby to “Hire Ava the AI BDR.” Misryoum understands Green publicly flagged the ad as something he had not agreed to.
Insight: Meme culture moves fast, but when artwork is reused for targeted advertising, the dispute usually shifts from “internet jokes” to ownership, licensing, and consumer trust.
In his reaction, Green said he’s been hearing from more people about the campaign, describing it as having been taken without approval. He also encouraged followers to take action against the ad if they encounter it, underscoring that the issue is not just visibility but permission.
Meanwhile. Artisan responded through email indicating it has “respect” for Green and said it was reaching out to him directly. with follow-up messages stating it had scheduled time to speak.. Misryoum notes that the company’s prior ads have also drawn criticism. particularly for messaging that some interpreted as anti-human in tone. though the CEO previously characterized it as referring to a category of work rather than people broadly.
Insight: For AI-focused companies, marketing can become a reputational risk when it relies on recognizable cultural assets without clear rights and agreements.
The “This is fine” comic traces back to Green’s 2013 webcomic “Gunshow.” While he has continued to adapt and expand the work in different formats. the creator’s complaint suggests the meme’s commercial use is now occurring outside his control.. Misryoum reports that Green is considering legal representation, indicating the dispute may move from public pressure to formal claims.
Insight (end): The outcome will matter beyond one poster or one subway line, because it signals how aggressively generative and AI-driven businesses may lean on familiar creative IP—and how creators and courts may respond when permission is questioned.