We extend several geometric quantization results to the setting of big line bundles. More precisely, we prove the asymptotic isometry property for the map that associates to a metric on a big line bundle the corresponding sup-norms on the spaces of holomorphic sections of its tensor powers. Building on this, we show that submultiplicative norms on section rings of big line bundles are asymptotically equivalent to sup-norms. As an application, we show that any bounded submultiplicative filtration on the section ring of a big line bundle naturally gives rise to a Mabuchi geodesic ray, and the speed of this ray encodes the statistical invariants of the filtration.