The rules of information aggregation and emergence of collective intelligent behavior.

Information is a peculiar quantity. Unlike matter and energy, which are conserved by the laws of physics, the aggregation of knowledge from many sources can in fact produce more information (synergy) or less (redundancy) than the sum of its parts. This feature can endow groups with problem-solving strategies that are superior to those possible among noninteracting individuals and, in turn, may provide a selection drive toward collective cooperation and coordination. Here we explore the formal properties of information aggregation as a general principle for explaining features of social organization. We quantify information in terms of the general formalism of information theory, which also prescribes the rules of how different pieces of evidence inform the solution of a given problem. We then show how several canonical examples of collective cognition and coordination can be understood through principles of minimization of uncertainty (maximization of predictability) under information pooling over many individuals. We discuss in some detail how collective coordination in swarms, markets, natural language processing, and collaborative filtering may be guided by the optimal aggregation of information in social collectives. We also identify circumstances when these processes fail, leading, for example, to inefficient markets. The contrast to approaches to understand coordination and collaboration via decision and game theory is also briefly discussed.