AI Gold Rush: Tech Companies Push Workers Toward Extreme Work Hours
Published: 9 Feb 2026
By AITestGuide Staff
Why Are Tech Workers Suddenly Working Longer Hours?
Imagine getting a job with free meals, gym membership, and a great salary. Sounds perfect, right? But what if you also had to work almost 70 hours every week?
This is happening in many companies during the AI gold rush. Tech firms are racing to build artificial intelligence tools faster than their competitors. Because of this race, many companies now expect employees to work very long hours.
One example is a New York tech company called Rilla. The company builds AI tools that help businesses track and monitor sales workers. Their job ads clearly say workers should be ready to work around 70 hours weekly.
What Is 996 Work Culture?
Many tech companies are following something called 996 work culture.
This means:
- Work from 9 AM to 9 Pm
- Work 6 days a week
This culture started in China and later spread to other countries. Companies believe long working hours help them grow faster during the AI gold rush.
Some business leaders even support this idea. For example, Alibaba founder Jack Ma once said working 996 can help people succeed because passionate workers often spend more time on their careers
Why Are AI Companies Supporting Long Work Hours?
The main reason is strong competition. The AI gold rush has created pressure on companies to build and launch products quickly.
Many AI startups receive money from investors. These investors want fast results. Because of this, companies push employees to work harder and longer.
For example, a startup called Browser-Use builds tools that help AI systems use web browsers. The company founder believes solving ai problems is very difficult and requires deep focus. He prefers workers who love their work and enjoy spending extra hours on projects.
Some teams even live and work together in shared spaces. This helps them exchange ideas quickly and stay focused on innovation.
Do Longer Work Hours Really Increase Success?
Not everyone agrees with this idea. Some experts believe working longer does not always mean better results.
A venture capitalist named Deedy Das says many new founders think productivity only depends on hours worked. He believes this thinking is wrong. According to him, experienced workers can often complete tasks faster with less time.
Long work schedules can also create problems for employees who have families or personal responsibilities.
Hidden Pressure Behind Hustle Culture
Some companies openly promote a hard work culture as a sign of dedication. But experts say employees may not always have a real choice.
For example:
- Some workers stay because jobs are hard to find.
- Others depend on their job for visas or financial stability.
This creates pressure where employees feel forced to accept long working hours.
Health Risks of Working Too Much
Working extreme hours can seriously harm health. Japan even has a special term called Karoshi, which means death caused by overwork. It usually happens because of heart attacks or strokes.
There is another term called Karojisatsu, which means suicide caused by workplace stress.
These examples show that while the AI gold rush creates new opportunities, it also brings serious risks for workers.
Is Hustle Culture Sustainable in the Future?
Experts believe hustle culture cannot continue forever. Companies may achieve fast growth in the short term, but constant pressure can lead to employee burnout.
However, some workers still enjoy working longer hours because they love innovation and technology. For startup founders, working extra hours often feels necessary because their success depends on business growth.
Final Thoughts
The AI gold rush is changing how tech companies operate. It is creating faster innovation and new AI tools. But it is also changing workplace culture by encouraging extreme work hours.
The real question is simple:
Can companies balance speed and employee well-being?
Finding this balance will decide the future of the AI industry.
Working Too Much in the AI Gold Rush: Health and Productivity
Death from Overwork
In Japan, the law recognizes deaths caused by too much work. Families can get compensation, but proving it is often hard.
Globally, long hours are dangerous too. A 2021 report by the World Health Organization (WHO) and International Labour Organization (ILO) showed that in 2016, working more than 55 hours per week caused 745,000 deaths from heart disease and stroke worldwide.
- Working 55+ hours a week increases heart disease risk by 17%.
- Stroke risk rises by 35%.
Productivity Drops After 40 Hours
Productivity means how much work gets done in an hour.
- Working more hours can help at first.
- But after about 40 hours per week, tiredness makes productivity fall.
- Extra hours give less output, and working 70 hours may not do much more than 50 hours.
Even Henry Ford knew this. A century ago, he cut working hours in his factories to 40 hours a week. Workers stayed healthy and productive.
The 996 Culture and Work-Life Balance
Some companies still push very long hours. In China, “996” means working 9 am to 9 pm, six days a week. Some UK tech leaders admire this style, saying work-life balance isn’t needed if you love your job.
But it can go wrong. James Watt, co-founder of BrewDog, faced accusations of workplace abuse, showing that extreme work culture can hurt employees.
In the UK, some jobs like law firms and investment banking demand very long hours:
- Corporate lawyers: 12+ hour days common
- Investment bankers: 65–70 hours, sometimes up to 100 hours for big deals
Is It Legal in the UK?
UK law says the normal workweek is 48 hours. Employees can choose to work more. So yes, “996” style hours are allowed if the worker agrees.
However, research shows working longer does not mean better results. Long hours increase stress, risk of heart disease, and stroke.
Tips for Smarter Work in the AI Gold Rush
- Focus on working smarter, not longer.
- Use better management, new tech, and AI to improve output.
- Take care of your health and take breaks.
Shorter Weeks Can Work Better
A UK pilot in 2022 tested a 4-day workweek with the same pay. Results:
- Less stress and illness
- Higher employee retention
- Productivity stayed the same
Experts say most industries don’t need extreme hours. A 35–40 hour week can compete well with high-hour cultures.
Even Silicon Valley workers admit their hours are easier compared to farmers in rural areas who work 12+ hours daily, seven days a week.
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- Stay Relevant
- Stay Positive
- True Feedback
- Encourage Discussion
- Avoid Spamming
- No Fake News
- Don't Copy-Paste
- No Personal Attacks
