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New York AI firm advertises 70-hour weeks as badge of honour
Rilla, a New York-based tech company specialising in AI-powered sales monitoring tools, openly recruits employees willing to work approximately 70 hours per week in person. The firm's flashy careers website highlights perks like free meals, gym memberships, and health care-but also warns candidates: "Don't join if you're not excited about working ~70 hrs/week with some of the most ambitious people in NYC."
The rise of 996: From China to Silicon Valley
Rilla's work culture reflects the 996 model-9am to 9pm, six days a week-which gained traction in China's tech sector a decade ago as companies raced to dominate advanced technologies. Advocates like Alibaba founder Jack Ma framed long hours as a "blessing," arguing that passion, not perseverance, drove success. JD.com's Richard Liu similarly dismissed "slackers" in a 2019 email, sparking backlash over labour law violations and unpaid overtime.
By 2021, Chinese authorities cracked down on the practice after public outcry. Yet the trend persists in the US, particularly among AI start-ups competing to monetise breakthroughs. Adrian Kinnersley, a recruitment expert, notes: "It's mainly AI companies funded by venture capitalists racing to market. They believe longer hours equal faster wins."
Founders defend 'Olympian' work ethic
Will Gao, Rilla's head of growth, compares his team to "Olympian athletes" driven by obsession and ambition. "We look for people who want to do incredible things and have fun doing it," he says, adding that rigid schedules are unnecessary. "If I have a great idea, I'll work until 2 or 3am and roll in at noon the next day."
Magnus Müller, co-founder of AI start-up Browser-Use, echoes this sentiment. Living in a Silicon Valley "hacker-house" with colleagues, he describes their work as an addiction. "It's like gaming-we don't feel like we're working. We just do what we love." Müller dismisses 40-hour weeks as incompatible with his company's goals, arguing that deep immersion in problems yields breakthroughs.
Critics warn of burnout and health risks
Deedy Das, a partner at Menlo Ventures, calls 996 a "fallacy," noting that forced hustle alienates experienced workers and parents. "Young founders mistake hours worked for productivity," he says, adding that burnout is inevitable. Tamara Myles, a workplace culture author, highlights power imbalances: "Some employees stay due to visas or tough job markets, not choice."
Health data underscores the risks. A 2021 WHO/ILO study linked working over 55 hours weekly to 745,000 global deaths from stroke and heart disease in 2016. The report found a 17% higher risk of heart disease and 35% higher stroke risk compared to 35-40-hour weeks. Japan's karōshi (death from overwork) and karōjisatsu (suicide from workplace stress) further illustrate the dangers.
Productivity vs. hours: The 40-hour 'sweet spot'
Research shows productivity peaks at around 40 hours per week, declining sharply thereafter. Michigan State University found negligible output differences between 50- and 70-hour weeks. Henry Ford's adoption of a 40-hour workweek a century ago set a precedent, yet some UK leaders, like former BrewDog CEO James Watt, argue passion eliminates the need for work-life balance. Watt later faced allegations of workplace misconduct, which he attributed to "false rumours."
Legal and cultural divides
In the UK, 996-style hours are legal if employees opt out of the 48-hour weekly limit. High-pressure fields like corporate law and investment banking routinely demand 65-100-hour weeks. Ben Wilmott of the CIPD argues: "There's no correlation between long hours and productivity. The focus should be on working smarter, not harder."
A 2022 UK pilot of a four-day week reduced stress and illness without sacrificing productivity, prompting calls for broader adoption. Yet Kinnersley believes 996 remains confined to tech: "You can't compete with a 35-hour week in this environment."
'Kindergarten' compared to farmers
Müller downplays Silicon Valley's hours, comparing them to farmers in his German hometown who work 12-hour days, seven days a week. "There are harder jobs," he says. "What we do feels like kindergarten by comparison."
"The nuance is that tech companies advertise 996 as a badge of honour. But not everyone who agrees to it truly wants to."
Tamara Myles, workplace culture author
