This contribution analyzes Bildung under the auspices of digital capitalism. At the beginning, Bildung is characterized as a concept of human freedom. Subsequently, our society will be described as a capitalist society, which is primarily structured by economic progress based on technical innovations. This leads to the thesis that digitalization is also determined by economic goals, which will be explored by linking the phenomena of big data and subjectivation. In this way, it can be illustrated that big data is based on a numerical logic. This logic provides rational patterns of orientation but equally leads us to more control and self-management. Thus, a way can be shown how the logic of capitalism merges with subjective actions. Therefore, it is ultimately necessary to understand Bildung as a concept that allows us to claim our freedom even beyond rationality.