This paper discusses the relevance of Georg Lukács’ 1923 book History and Class Consciousness in the context of digital capitalism. It does so by analysing how Lukács’ concepts of the dialectic of subject and object, ideology, reification, reified consciousness matter today in the context of big data and digital capitalism. The essay shows that History and Class Consciousness’ critique of reification, ideology, and reified consciousness remains highly topical in the age of digital capitalism and big data. Lukács’ analysis allows us to critically analyse how social media, big data, and various other Internet technologies are used as tools of reification. At the same time, Lukács reminds us that only human praxis can establish alternatives.