While the 996 parlance and laser focus on AI may be new, hustle culture has always been embedded in Silicon Valley to some degree. Some business leaders, perhaps most famously Elon Musk, have long demanded those hours from their employees: "There are way easier places to work, but nobody ever changed the world on 40 hours a week," he once said of the "hardcore" work ethic promoted at his companies.
As the world races to stay ahead in the deep tech revolution - from AI and semiconductors to quantum computing - innovation has become the new currency of power. For many companies, that pressure has translated into heavier workloads and more intense work cultures. Yet they face a real dilemma: they can't simply ease up while competitors across the globe push harder to win.