San Francisco’s tech scene is experiencing a radical transformation, with a new work culture known as “996” taking center stage. This intense work philosophy demands employees work from 9 a.m. to 9 p.m., six days a week, reflecting a stark shift from the city’s previous work-life balance ethos.

Researchers have discovered compelling evidence of this trend. Ara Kharazian, an economist at fintech Ramp, analyzed corporate credit card transactions and found a significant increase in employee spending on Saturdays, indicating extended work hours. Unlike other tech hubs, this phenomenon appears unique to San Francisco.

The driving force behind this cultural shift seems to be the AI revolution. Many young tech workers view the current moment as a once-in-a-lifetime opportunity to shape technological advancement. Startup founders like Cyril Gorlla are working 14-hour days, motivated by missions ranging from preventing AI discrimination to capturing market share before potential technological disruptions.

However, the 996 trend isn’t without controversy. Critics argue that such intense work schedules can stifle creativity, alienate potential talent, and create unhealthy workplace environments. Investors like Deedy Das caution against a “slave-driver mentality” that might ultimately harm long-term company growth.

Some see the trend as performative, with founders using social media to signal commitment and attract venture capital. Miranda Novar, a startup founder, suggests that platforms like Twitter have become stages for founders to showcase their dedication.

Interestingly, the trend might already be evolving. Some tech workers are discussing “007” - working from midnight to midnight, seven days a week - suggesting that San Francisco’s work culture is in a constant state of radical transformation.

As the city continues to redefine work culture, one thing remains clear: San Francisco remains at the forefront of technological and workplace innovation, for better or worse.