Some U.S. tech companies are experimenting with China’s infamous 996 work culture — working 9 a.m. to 9 p.m., six days a week — in hopes of gaining a competitive edge in the AI race. But here’s the truth: more hours don’t guarantee better results. In fact, research and workplace trends show that productivity, innovation, and retention improve when employees have autonomy, flexibility, and purpose. The future of work is about measuring outcomes, not hours, and a 996 schedule sends the wrong message to top talent.

Why More Hours Don’t Equal More Innovation

Long hours aren’t inherently bad — many high performers willingly work 60+ hours a week. But they do it for passion, purpose, or personal goals, not because a policy demands it. 996 work culture treats presence as proof of commitment, ignoring the fact that alignment, trust, and meaningful work are what truly drive performance. Gen Z and millennials — the workforce majority by 2030 — measure work by value, not time, and they’re unwilling to sacrifice health or autonomy for outdated expectations.

The Leadership Shift Away from 996

Studies from the University of Pennsylvania and Gallup show that nearly half of an employee’s sense of purpose comes from leadership actions. That means managers have far more influence on engagement than any time-tracking policy ever could. Building community, recognizing contributions, and providing growth challenges are proven ways to inspire commitment. These methods require zero budget but yield higher productivity and lower burnout — outcomes the 996 work culture consistently fails to deliver.

Designing Work for the Future, Not the Past

The AI era should empower people to focus on creativity, resilience, and innovation — the skills machines can’t replace. Enforcing 996 is like trying to win the future with rules from 1996. Instead, forward-thinking leaders measure trust over time, prioritize impact over presence, and give employees a reason to choose their work every day. That’s how companies will attract and retain the talent needed to thrive in the next decade. The future of work won’t be built on timecards — it will be built on meaning.