Silicon Valley AI Startups Embrace 996 Work Model Amid Global Competition

Silicon Valley AI startups are reportedly adopting the "996" work model, a rigorous schedule requiring employees to work from 9 a.m. to 9 p.m., six days a week. This practice, formally outlawed in China due to concerns over worker exploitation and health, is now being embraced by some U.S. startups as they seek to maximize productivity in the global AI race [1]. The model, which totals 72 hours per week, is being promoted by certain firms as essential for achieving rapid innovation and maintaining a competitive edge in the field [1].

The trend appears to be gaining traction among AI startups, particularly in the Bay Area. One such firm, Rilla, has included the 996 schedule in job postings, explicitly stating that candidates should only apply if they are excited about working approximately 70 hours a week [1]. According to Rilla’s head of growth, this shift aligns with a growing Gen-Z workforce inspired by the work ethic of tech icons like Steve Jobs and Bill Gates [1]. Nearly all of Rilla’s 80 employees reportedly follow the 996 regimen [1].

Industry leaders and executives are increasingly voicing support for the model, especially in response to global competition and the rapid development of AI technologies. In February, Google co-founder Sergey Brin recommended a 60-hour workweek for teams working on the Gemini AI project. Similarly, Elon Musk and Mark Zuckerberg have both emphasized the importance of productivity, with Musk previously urging Twitter employees to adopt a “hardcore” work culture or leave the company [1].

The resurgence of 996 in the U.S. and Europe has sparked a broader debate over labor standards and burnout in the tech sector. While some executives argue that such work schedules are necessary to stay ahead, others warn of the risks, including widespread employee burnout and startup failure. Ivee Miller, a general partner at Balderton Capital, highlighted burnout as one of the top reasons early-stage ventures fail [1].

The global AI race is also contributing to the push for more intense work schedules. The release of China’s DeepSeek AI model, which rivals top U.S. offerings, has intensified the pressure on American startups to match or exceed the pace of development [1]. Meanwhile, European venture capitalists have weighed in on the debate, with Harry Stebbings, founder of 20VC, suggesting that 24/7 work is now the standard for success in the tech and AI space [1].

However, the long-term sustainability of the 996 model remains uncertain. While some startups may benefit from short-term gains in speed and output, the potential costs—such as employee turnover, reputational damage, and legal risks—cannot be ignored [1]. As the AI sector continues to attract massive investment, companies must carefully balance the pursuit of innovation with the well-being of their workforce [1].

Source:

[1] Fortune – Bay Area AI startups are turning to China's outlawed '996'

https://fortune.com/2025/08/01/ai-startups-996-china-working-model-silicon-valley/