The CEO of Nvidia has been converting the AI tokens at the center of all their public conversations. Jensen Huang’s latest idea links these tokens to the efficiency of engineers and how the best engineers in the world are recruited: in addition to a generous salary, offer them an amount equivalent to half their annual salary in AI tokens as part of the hiring package.
Huang verbalized his proposal during the inaugural speech of the GTC 2026 conferenceNVIDIA’s largest annual event for developers. In a later interview, the Nvidia CEO detailed that engineers would earn “a few hundred thousand dollars a year as a base salary,” and the intention would be to give them “probably half of that, also, in tokens, so they can multiply your productivity times ten”.
What Huang proposes already has a name: Tokenmaxxing. In one podcast appearance ‘All-InHuang said he would be on “high alert” if an engineer earning $500,000 didn’t spend at least $250,000 a year on tokens. “If that person said (that he has used tokens worth) $5,000, I would go completely crazy,” Huang stated. When asked if NVIDIA planned to spend $2 billion on tokens for its engineering team, as proposed, Huang responded: “We’re trying.”
As and how they counted in The New York Timesthat has generated a phenomenon called “Tokenmaxxing“, with which engineers brag about the number of tokens they consume to try to improve the perception of their productivity: the more tokens you consume, the more productive you are.
Tokens as bonuses are a trend in Silicon Valley. The CEO of NVIDIA is not the only one who thinks this way, and the use of tokens as an extra work benefit it’s soaking among investors in the sector.
Tomasz Tunguz of Theory Ventures stated to Business Insider that “companies are incorporating AI inference as a fourth component of engineer compensation: salary, bonus, stock and tokens.”
The interest of whoever sells the chips. The NVIDIA CEO encouraging everyone to spend more on tokens is not disinterested advice. Gergely Orosz, analyst at software engineeringhe pointed it out bluntly in a publication from AND he added an analogy that sums it up accurately: “It’s almost as if the CEO of Apple said, ‘If someone who makes $500,000 a year doesn’t spend at least $50,000 a year on in-app purchases on iOS, I’d be deeply alarmed.’ And yes, you would be, because that would reduce the revenue you generate.”
Huang is the head of the company that manufactures the chips for AI on which most of the world’s artificial intelligence runs. Huang himself made it clear to his investors: “Without computing, there is no way to generate tokens. Without tokens, there is no way to grow revenue,” he declared, describing his data centers as “token factories” whose demand will only grow as AI agents proliferate.
Do not confuse value with price. However, Huang has incurred a bias when arguing his idea: confusing value with price. Orosz formulated it clearly in a message in X : “The advice that engineers should use tools that make them more productive IS correct… except that the cost of tools should NOT be what we focus on.
Some of the most useful tools are very cheap. Of course, vendors will focus on selling the most expensive and most profitable tools.” Productivity is not measured in tokens spent, but in results achieved. The right question for companies should not be whether their employees use more AI, but whether increased use of AI is rewarded. with greater productivity.
Image | NVIDIA, Unsplash (Arif Riyanto)
GIPHY App Key not set. Please check settings