Tecno takes its skin tone representation campaign to a new region | Infinium-tech

Tecno has been advocating for the improvement of skin color in smartphone photos for the past year, and most recently announced a campaign against skin color bias in cameraphones last month.

Today, the company is announcing that it has partnered with the University of Leeds and Dar Al-Hekmah University to increase skin color representation in Saudi Arabia.

Tecno will conduct research with the above universities to ensure accurate representation of Saudi consumers in mobile imaging, and the company says this will strengthen its position “as a leader in promoting inclusive smartphone imaging and skin tone diversity.”

The official press release states that TECNO’s AI-powered Universal Tone technology, unveiled in 2023, authentically captures “the full spectrum of humanity’s diversity with a special focus on emerging markets.” Of course, this focus is no coincidence, as Techno has been very present and very successful in such markets so far.

The research conducted for Saudi Arabian consumers will gradually expand to other countries in the Middle East. Techno will collect and analyze “the broad spectrum of skin tones in the region”, with the aim of “better representing and optimizing the diverse skin tones unique to Saudi Arabia and the wider Middle East”.

The company will also work on improving its image processing algorithms to meet the characteristics of Saudi and Middle Eastern skin tones.