Particle swarm optimization is an extremely simple algorithm that seems to be effective for optimizing a wide range of functions. We view it as a mid-level form of A-life or biologically derived algorithm, occupying the space in nature between evolutionary search, which requires eons, and neural processing, which occurs on the order of milliseconds. Social optimization occurs in the time frame of ordinary experience - in fact, it is ordinary experience. In addition to its ties with A-life, particle swarm optimization has obvious ties with evolutionary computation. Conceptually, it seems to lie somewhere between genetic algorithms and evolutionary programming. It is highly dependent on stochastic processes, like evolutionary programming. The adjustment toward pbest and gbest by the particle swarm optimizer is conceptually similar to the crossover operation utilized by genetic algorithms. It uses the concept of fitness, as do all evolutionary computation paradigms. Unique to the concept of particle swarm optimization is flying potential solutions through hyperspace, accelerating toward "better" solutions. Other evolutionary computation schemes operate directly on potential solutions which are represented as locations in hyperspace. Much of the success of particle swarms seems to lie in the agents' tendency to hurtle past their target. Holland's chapter on the "optimum allocation of trials" [5] reveals the delicate balance between conservative testing of known regions versus risky exploration of the unknown. It appears that the current version of the paradigm allocates trials nearly optimally. The stochastic factors allow thorough search of spaces between regions that have been found to be relatively good, and the momentum effect caused by modifying the extant velocities rather than replacing them results in overshooting, or exploration of unknown regions of the problem domain. The authors of this paper are a social psychologist and an electrical engineer. The particle swarm optimizer serves both of these fields equally well. Why is social behavior so ubiquitous in the animal kingdom? Because it optimizes. What is a good way to solve engineering optimization problems? Modeling social behavior. Much further research remains to be conducted on this simple new concept and paradigm. The goals in developing it have been to keep it simple and robust, and we seem to have succeeded at that. The algorithm is written in a very few lines of code, and requires only specification of the problem and a few parameters in order to solve it. This algorithm belongs ideologically to that philosophical school that allows wisdom to emerge rather than trying to impose it, that emulates nature rather than trying to control it, and that seeks to make things simpler rather than more complex. Once again nature has provided us with a technique for processing information that is at once elegant and versatile.