it's a nonsensical anthropomorphism to both hype up their software and free them from responsibility. I saw Andrew Ng post about this and point out that your operating system spawning a thousand processes apparently now qualifies as "a swarm".

I opened the task manager, a swarm of rogue processes has taken over my computer, oh no! Processes spawning other processes, call the anti-rogue AI division! 'Your underspecified piece of software functioned like malware' is the language that should be used.