As startups race to keep up with advances in artificial intelligence, some of them seem to be borrowing from China’s exacting work culture—which normalized a 72-hour workweek, or a “996” schedule of working six days a week from 9 a.m. to 9 p.m.
While the 996 parlance and laser focus on AI may be new, hustle culture has always been embedded in Silicon Valley to some degree. Some business leaders, perhaps most famously Elon Musk, have long demanded those hours from their employees: “There are way easier places to work, but nobody ever changed the world on 40 hours a week,” he once said of the “hardcore” work ethic promoted at his companies.
Now that culture seems to be seeping into more and more workplaces, as young founders and tech workers try to capitalize on the rise of AI. The CEO of the $10 billion AI startup Cognition has talked openly about the intense work ethic expected at his company. “Cognition has an extreme performance culture, and we’re up front about this in hiring so there are no surprises later,” he shared on X earlier this year. “We routinely are at the office through the weekend and do some of our best work late into the night. Many of us literally live where we work.”
In this environment, Karri Saarinen—an early employee at Coinbase and the former principal designer at Airbnb—has sought to do things differently.
