Portuguese 
English 
Spanish 
4 min of reading 
0 comments 
Silicon Valley AI Startups Are Adopting the 996 Model, With 72-Hour Workweeks and Strong Pressure for Results.
Working nearly double the standard 40-hour workweek. This is the reality that several artificial intelligence startups in the United States are imposing on their employees. The model, known as “996,” means working from 9 AM to 9 PM, six days a week.
In total, it adds up to 72 hours weekly, an intense workload that has been adopted as part of the culture of some companies.
The concept, originated in China, sparked strong reactions in that country. Protests and accusations of “modern slavery” were directed at companies that required this routine.
-
The Argentine government celebrates the lowest poverty rate in 7 years, but experts warn that the methodology has changed, real wages have fallen, unemployment has risen, and the number of people on the streets of Buenos Aires has increased by 57% since Milei took office.
-
7.8 magnitude earthquake in Indonesia frightens the population, triggers tsunami alert, and hits an island with over 200,000 inhabitants this Thursday.
-
Google will finally let you change that embarrassing Gmail address you created in your teenage years without losing any accounts, logins, or old emails: the feature is already available in the United States.
-
Heading to Brazil in a Bonanza F33 single-engine aircraft: a couple departs from Florida on a visual flight, makes technical stops in the Caribbean to refuel and organize paperwork, and begins the staged crossing until they reach the country.
The criticism intensified when worker deaths began to be associated with excessive hours. Nevertheless, American startups seem to have embraced the model, trying to compete with global rivals.
Adrian Kinnersley, a serial entrepreneur who runs a recruitment company and a labor compliance startup, says he is impressed by the uptake of the 996.
“It’s becoming increasingly common,” he says. “We have several clients for whom a prerequisite for candidate screening is whether they are prepared to work in the 996.
From Pandemic to Exhausting Pace
At the beginning of the pandemic, discussions in the U.S. revolved around well-being and flexibility.
Burnout gained attention, and many tech companies promised more balanced work hours.
Now, the growth of the 996 shows a radical shift. This trend is akin to Elon Musk’s management style at X, marked by tough demands and grueling hours.
Even with the negative reputation, companies have no trouble finding willing individuals. For some startups, this dedication is part of the team’s identity.
The Culture of Rilla
Rilla, which develops trading software for contractors, openly adopts the 996. Its workforce, around 80 people, follows the model.
Will Gao, the company’s head of growth, sees the routine as natural for those seeking great results. “There is a very strong subculture, especially in my generation — Generation Z — that grew up hearing stories of Steve Jobs and Bill Gates,” he says.
He also cites Kobe Bryant as an example of extreme dedication.
In job postings, Rilla makes it clear that it expects more than 70 hours a week. Candidates who do not feel “excited” about the idea are advised not to apply.
To help, the company offers breakfast, lunch, and dinner at the office, including on Saturdays.
The Vision of Sotira
For Amrita Bhasin, CEO of Sotira, a logistics startup focused on AI, the 996 is almost inevitable in a company’s early years. “In the first two years of your startup, you kind of need to do 996,” she says. However, Bhasin believes it is unfair to demand the same from entry-level employees, limiting the grueling workload to founders and leaders.
Incentives at Fella & Delilah
Another company that adopted the model is Fella & Delilah, a telehealth firm in San Francisco. Its founder, Ritchie Cartwright, posted on LinkedIn about attempting to shift some employees to the 996.
To incentivize compliance, he offered a 25% salary increase and a 100% equity boost for those who accepted. Less than 10% of the team signed up.
Cartwright did not respond to requests for comment, but the action sparked debate over how far these hours should be incentivized.
The Chinese Example
In China, after years of resistance and protests, the government began repressing the practice in 2021. Although it was technically illegal, the rule was ignored. Under pressure, some companies stepped back, at least publicly.
Outside of China, the 996 continues to grow. British investor Harry Stebbings reignited the discussion by stating that ambitious startups would need to work even more, reaching the so-called “007” — working from midnight to midnight, every day of the week.
“If you want to build a $100 million company, you can do it in five days. But if you want a $10 billion company, you need to work seven days,” he said.
Europe and the U.S.
Stebbings comments that Americans are more willing to adopt the 996 than Europeans. “People in Europe seem shocked when you invite them to work on the weekend,” he stated.
Legal Challenges in the U.S.
Adrian Kinnersley sees a risk in the popularity of the 996. For him, it clashes with U.S. labor laws, especially in California, which is more favorable to employees. He says some companies ignore employee classifications to avoid paying overtime.
“California is the epicenter of AI and where much of the 996 culture comes from, as well as having the most protective labor law in the United States,” he argues. He sees a “hysteria” to launch AI products, with extremely intelligent young people ignoring the legal and health risks.
The Future of the 996
Kinnersley does not believe the model will disappear anytime soon in the United States. As a sign that the trend will continue, he revealed he has registered the domain 996careers.com, aimed at opportunities in this format.
Despite the criticism and warnings about burnout and labor issues, many startups see the 996 as a sort of shortcut to accelerate growth and innovation.
This view divides opinions but shows that the race for space in the field of artificial intelligence is redefining the limits of what it means to work hard.
Seja o primeiro a reagir!