‘This is fine’ creator says AI startup stole his art
The ad comes from Artisan, the AI startup behind billboards urging businesses to "stop hiring humans."
You’ve seen this comic before: An anthropomorphic dog sits smiling, surrounded by flames, and says, “This is fine.”
It’s become one of the most durable memes of the past decade, and now AI startup Artisan seems to have incorporated it into an ad campaign — an ad for which KC Green , the artist who created the comic, said his art was stolen.
A Bluesky post seems to show an ad in a subway station featuring Green’s art, except the dog says, “[M]y pipeline is on fire,” and an overlaid message urges passersby to “Hire Ava the AI BDR.”
Quoting that post, Green said he’s “been getting more folks telling me about this” and that “it’s not anything [I] agreed to.” Instead, he said the ad has “been stolen like AI steals,” and he told followers to “please vandalize it if and when you see it.”
i've been getting more folks telling me about this and it's not anything i agreed to. it's been stolen like AI steals. please vandalize it if and when you see it.
When TechCrunch sent Artisan an email asking about the ad, the company said, “We have a lot of respect for KC Green and his work, and we’re reaching out to him directly.” In a follow-up email, the company said it had scheduled time to speak with him.
Artisan has courted controversy with its ads before, specifically with billboards urging businesses to “Stop hiring humans” — although founder and CEO Jaspar Carmichael-Jack insisted that the message was about “a category of work,” not “humans at large.”
“This is fine” first appeared in Green’s webcomic “Gunshow” in 2013, and while he hasn’t disavowed the smiling-melting dog entirely (he recently turned the comic into a game ), it’s clearly escaped from his control . And of course, Green is far from the only artist to see his meme-able art used in ways he finds objectionable.
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But some artists have still taken action when their art is monetized or used in commercial ways without their permission, for example when cartoonist Matt Furie sued right-wing conspiracy theory site Infowars for using his character Pepe the Frog in a poster. ( Furie and Infowars eventually settled .)
Green told TechCrunch via email that he will be “looking into [legal] representation, as I feel I have to.” Still, he said it “takes the wind out of my sails” that he has to take “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 added, “These no-thought A.I. losers aren’t untouchable and memes just don’t come out of thin air.”
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Anthony Ha is TechCrunch’s weekend editor. Previously, he worked as a tech reporter at Adweek, a senior editor at VentureBeat, a local government reporter at the Hollister Free Lance, and vice president of content at a VC firm. He lives in New York City.
You can contact or verify outreach from Anthony by emailing anthony.ha@techcrunch.com .
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Key takeaways
- The case highlights the urgent need for regulation on copyright in the AI era in Brazil.
- Artisan's response may indicate an attempt to resolve the situation, but also emphasizes the lack of dialogue about tech companies' responsibilities.
- The frustration of artists like KC Green could create distrust between creators and companies, impacting collaboration in the sector.
Editorial analysis
The situation involving KC Green and the startup Artisan raises crucial questions about copyright and the use of artwork in the age of artificial intelligence. In Brazil, where the debate on AI regulation is still developing, this case could serve as a warning for artists and content creators. The lack of clarity surrounding intellectual property in the digital age and the ease with which AI can replicate or adapt existing works without consent are concerns that need to be urgently addressed.
Furthermore, Artisan's response, which committed to reaching out to Green, suggests an attempt to resolve the situation amicably, but also highlights the need for a broader dialogue about the responsibility of tech companies regarding the use of protected content. This is especially relevant in the Brazilian context, where the tech industry is growing but still lacks clear guidelines on the ethics and legality of AI use.
Green's reaction, calling for vandalism as a form of protest, reflects the frustration of many artists who feel their works are being exploited without recognition or compensation. This dynamic can create an atmosphere of distrust between creators and tech companies, which could negatively impact collaboration and innovation in the sector. It is essential for startups and AI companies to consider the impact of their actions on content creators and seek ways to engage them fairly and transparently.
Finally, the situation underscores the need for greater awareness of the importance of copyright protection in the digital age. As AI continues to evolve and integrate into various sectors, the discussion on how to protect creative works becomes increasingly urgent, especially in a country like Brazil, where culture and creativity are fundamental pillars of national identity.
What this coverage includes
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- Editorial framing about relevance, impact, and likely next developments.
- Review for readability, context, and duplication before publication.
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