AI startups push 72-hour weeks, reviving China’s ‘996’ culture to stay ahead

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996 is not for everyone

In China, the backlash to 996 has been loud and public. In 2019, developers launched the “996.ICU” GitHub campaign to shame firms that normalized 72-hour weeks and helped to turn overwork into a national debate.

In 2021, China’s Supreme People’s Court and the labor ministry issued guidance and model cases declaring 996 illegal, and state media amplified criticism of bosses who praised it. (4)

As Gen Z matures into the job market, some have developed an alternative ethos to 996. The “lying flat” movement (known as “tang ping” in Mandarin) won hearts and minds of younger workers in China by urging people to reject non-stop striving in favor of a simpler life that promotes personal well-being.

In May 2024, the head of PR for Baidu, China’s largest search engine, got significant blowback from younger Chinese tech workers for posting videos with themes like, “If you work in public relations, don’t expect weekends off,” and “I only care about results.” (5)

In the U.S., the closest analogue to China’s “lying flat” is “quiet quitting,” a widespread pullback from going above and beyond that Gallup estimates (6) includes about half of workers. Gen Z’s response to return-to-office mandates is mixed.

According to the Pew Research Center (7), many younger workers prefer hybrid flexibility and say they would consider leaving if remote options were removed, though research also shows young workers are often the most eager cohort to be in the office several days a week for learning and social connection.

It’s an at-will economy

The AI startups who are advertising for workers who are willing to put in long hours for low pay in the hopes of striking it rich in stock options later understand the rules of the game.

According to Cognition CEO Scott Wu, “cognition has an extreme performance culture, and we’re upfront about this in hiring so there are no surprises later.” A Mercor listing that says candidates should have a “willingness to work six days a week, and it’s not negotiable.”

For these employees, compensation is often tilted heavily toward equity in the company in a “work now, get paid later” arrangement. Most hires who accept this deal understand that they may grind themselves to dust for no compensation if the startup fails or fails to find a buyer.

On the other hand, they see the example of early employees at Netscape, PayPal, Facebook and Amazon becoming centi-millionaires from stock options and decide it's worth the risk.

However, this financial gamble may also come at the cost of one’s health. A joint analysis (8) by the World Health Organization (WHO) and the International Labour Organization estimated that working 55 hours or more per week contributed to about 745,000 deaths from stroke and ischemic heart disease in 2016, identifying long hours as the largest occupational risk factor in their burden-of-disease model.

Evidence on productivity also undercuts the business case for extreme schedules. A 2018 book by Stanford economist John Pencavel demonstrates hours and output show diminishing returns as weekly hours climb, and historical evidence suggests output per hour can fall steeply beyond the 50 to 60 hour range.

So while 996 culture may be the Gen Z version of “rise and grind,” whether it will help American AI firms catch up with China is debatable at best.