The 70-hour workweek is back in the spotlight. Once considered a relic of hustle culture, it’s now being revived by the AI boom. Startups in Silicon Valley are adopting the “996 model” — working from 9 a.m. to 9 p.m., six days a week — as they race to dominate artificial intelligence. Companies like Cognition and Rilla are already setting extreme expectations, with some employees clocking 70–80 hours weekly. Even Google’s Sergey Brin has claimed 60 hours is the “sweet spot” for productivity. But as this trend spreads, workers and employers alike must ask: is the 70-hour workweek truly sustainable?

The Roots of the 70-Hour Workweek

The 70-hour workweek isn’t new. It traces back to China’s 996 work culture, which thrived in the 2010s as companies pushed employees to outpace competitors. Despite laws capping work at 44 hours per week, tech giants often ignored regulations, resulting in widespread burnout, health issues, and eventually, a 2021 court ruling declaring the practice illegal. Now, while China is stepping back from 996 culture, Silicon Valley seems to be embracing it — especially in AI-driven startups. The irony? AI was meant to reduce workloads, not intensify them.

The Human Cost of Extreme Work Schedules

Decades of research show that working 55+ hours per week raises serious health risks, including a 35% higher chance of stroke and a 17% higher chance of heart disease. Beyond physical health, overwork damages concentration, decision-making, and creativity. Many millennials and Gen Z workers are rejecting this culture outright, choosing balance over burnout. The reality is clear: pushing for 70-hour workweeks rarely delivers long-term career gains and often leaves workers drained, unproductive, and disengaged.

Why the 70-Hour Workweek Fails Businesses

Companies assume longer hours equal more output, but research proves otherwise. According to Stanford economist John Pencavel, productivity plummets after 50 hours, with 70-hour workers producing little more than those who clock 55. Employers that normalize extreme hours face higher turnover, increased healthcare costs, and reputational damage that makes attracting top talent harder. The smarter path isn’t overwork — it’s leveraging AI to eliminate repetitive tasks so employees can focus on meaningful, creative, and high-value work within sustainable schedules.

Working Smarter in the AI Era

The comeback of the 70-hour workweek highlights a tension between innovation and human well-being. As AI accelerates competition, companies must choose between chasing short-term gains through extreme schedules or building sustainable workplaces that attract and retain top talent. Employees can protect themselves by spotting red flags in job postings, knowing their legal rights, and setting clear boundaries. Ultimately, the organizations that thrive won’t be those that push employees past their limits, but those that use AI to empower smarter, healthier ways of working.