The honey bees dances which act as the “attractor patterns”. These dance patterns signal the “best site”. Swarm intelligence is what we are seeing with bees but we also see it with humans. With humans we could substitute the “dance pattern” with something as simple as a data feed (which often is just a rising price trend). The data feed pattern represents an attractor pattern which can attract a swarm.
Human beings are looking for “value”. Swarms of human beings interested in value will look for certain attractor patterns that signal the kind of “value” they are looking for. Personal preference swarms bring AI into the mix by allowing non-human software agents to augment the human swarm capability.