Abstract

Introduction. The emerging digital society demonstrates the problem of justifying the value, worth and price of digital products and services, which requires consideration of the specificity of value in this society. Theoretical analysis. Following the financial and art market, the boundary between “value” and “worth” is blurred in the digital society. Value, including the value of an individual, becomes variable and is conditioned by the presence of unique attributes and unique experiences that obtain market value. At the same time, under standard digital protocols and technologies, the true uniqueness of an individual experience can only be achieved through the creation of customized digital ecosystems in the form of robotic swarms that support human life activities. A set of digital devices that have sufficient resources to continuously self-renew and form a closed environment around the individual that provides a unique experience can be called a chrysalic swarm. The chrysalic swarm creates an opportunity for the individual to escape from the logic of mutual competition dictated by society. Conclusion. Studying the value problematization in the digital society of swarm intelligence opens a theoretical perspective on the problem of the crisis of social elites in the context of the fulfillment of this scenario of society development.