3 min read
In the escalating global race to lead in artificial intelligence technologies, some tech firms are reportedly adopting extreme work schedules, with employees expected to work as much as 72 hours per week. All this comes in the wake of an intense pressure to innovate and capture market share in a sector dominated by rapid investment and high-stakes product launches.
The company which has made these headlines to appear on tech sites goes by the name of Rilla, a tech company based in New York that offers AI-driven systems for employers to keep tabs on their sales reps while they’re out meeting clients.
Every job listing on their website comes with a clear message: “Please don’t apply if you’re not thrilled about… working around 70 hours a week in person alongside some of the most driven individuals in NYC.”
Rilla has become a prime example of the fast-paced work culture known as 996, which is also referred to as hustle culture or grindcore, by promoting a culture that values long hours, usually from 9 AM to 9 PM, six days a week (hence the name “996”).
Supporters of intensive work schedules say that startups in competitive markets sometimes require extraordinary effort to survive, especially when venture capital and investor expectations demand rapid milestones.
One of such exciting AI start-ups out there is led by Magnus Müller, a young entrepreneur from Germany. He co-founded Browser-Use, a company focused on creating tools that enable AI applications to work seamlessly with web browsers. Magnus lives in a “hacker-house,” which is a shared space for both living and working, where he and his teammates constantly exchange ideas. He firmly believes that putting in long hours is just part of the game.
“I think it’s hard, what we’re trying to build. I think it’s the problems we’re trying to solve, giving AI these extra capabilities. It’s super hard, and very competitive, and most often the returns come when you just immerse yourself very deeply into a problem… then suddenly fascinating things happen.” Müller told BBC.
Another enthusiast was Richard Liu, founder of the retail behemoth JD.com, who at one point railed against what he saw as the country’s declining work ethic.
“Slackers are not my brothers!”, he wrote in a controversial email to staff in 2019.
However, this argument is tempered by evidence from other industries showing that innovation doesn’t necessarily scale with hours but rather with focused, sustainable work practices. Even within tech communities, there’s pushback. Many engineers argue that measuring commitment by hours logged is outdated and counterproductive, and that the widespread shift toward longer weeks could undermine work-life balance without guaranteeing better innovation outcomes.
Critics of these long schedules warn of significant downsides, including employee burnout and reduced productivity over time. Workplace researchers have long noted that while short bursts of overtime may be necessary during tight deadlines, consistently extended hours can impair cognitive function and job satisfaction.
Labor policy analysts also suggest that such practices are being adopted partly because tech companies, particularly in the U.S., are subject to fewer work-hour regulations than traditional industries, allowing them to push employees without legal constraints.
If long work weeks become normalized in AI development, talent retention could suffer, especially as competitors offer more balanced schedules. This could reshape hiring dynamics in tech and accelerate calls for regulatory interventions or industry standards around work hours.
