In April this year tech-industry giants publicly called for a halt on Artificial Intelligence development for six months. The open letter states developers are currently “locked in an out-of-control race”, and the repercussion of this on society are impossible to “understand, predict, or reliably control” (‘Pause Giant AI Experiments: An Open Letter’ n.d.). Willingly or not, western societies are increasingly in active co-existence and collaboration with digital systems, algorithms, and data sets that are beyond human comprehension. This paper argue that while the increasing ‘datafication’ of society aims to orientate the world within logical and rational structures, the affective reality is instead disorientating. In this way, data can be understood as more-than-representational (Lorimer 2005), in that it exceeds its confines as a representation and instead acts on the world in ways that generate new events and affective relations. I argue the use of digital systems is reshaping our daily experiences and perceptions of the world – our sensory, textural, fleshy, embodied, and material realities – and that we must pay attention to the implications of this transformation. To do this, I will first situate the generation of data within the historical process of ‘rational’ thought, I will then draw on my empirical work with devices that harvest biometric data from users, finally I will conclude by locating these practices within an affective and more-than-representational framework. As Cultural Geographers we understand that the generation and use of any technology is not a politically neutral act. By exploring the intersections of affect and digitalization, this paper contributes to a critical understanding of the social and cultural implications of datafication. It emphasises the need for cultural geographers to examine the political and ethical implications of the digitalisation of society and to question social relations to technology.