THE PROBLEM
Research from MIT and Stanford University in 2018 uncovered a disturbing trend: skin-tone bias is prevalent in commercial artificial intelligence systems. This issue is particularly concerning in the era of AI-driven imaging technology, which exacerbates bias in skin-tone algorithms—already reinforced by beauty filters and other imaging tools.
The Truth
Bias in AI-driven skin-tone algorithms reinforces unconscious bias by shaping media representation and societal preferences, subtly influencing perceptions of beauty and desirability.
TECNO believes that technology meant for the world should be made by the world.
Today’s AI technology and databases are shaped by a limited group of experts, each with unconscious biases. This reinforces skin-tone bias in AI, perpetuating harmful stereotypes and widespread misrepresentation.
Recognizing the underrepresentation of diverse skin tones in media and imaging technology across Asia, the Middle East, and Africa, TECNO seized the opportunity to drive innovation toward a more equitable and inclusive society.
THE IDEA: #ToneProud
#ToneProud—a global campaign uniting people of diverse skin tones to enrich the world’s largest and most accurate skin-tone database. It builds on TECNO’s 268-skin-tone chart, developed through a global research project that sets a new benchmark for multi-skin-tone imaging. Continuously expanding through #ToneProud, this initiative makes AI camera technology truly inclusive.
Celebrities are often seen as representatives of their race, country, and community, and their portrayal in the media significantly influences public perceptions of beauty. We partnered with three prominent figures: Indonesian-born singer-songwriter Anggun; actor, director, and screenwriter Fatima Al-Banawi; and Nigerian musician Johnny Drille.
Enlisting help and inspiring a global movement
Through an initial Instagram post, each celebrity highlighted the pervasiveness of skin-tone misrepresentation, sharing personal examples (e.g., altered pictures) from their experiences in mass media. They tagged media connections, enlisting their support in addressing the issue—sparking conversation and buzz.
THE LAUNCH
Each celebrity shared a video delving into their personal stories of misrepresentation and their experience with Universal Tone, emphasizing how the technology helps reverse bias and foster diversity through accessible, inclusive photography.
Following this, they shared a photo featuring a HEX code representing their natural skin tone—contributing to TECNO’s skin-tone database—inspiring both the public and high-profile influencers to join the movement.
Building on the world’s most diverse skin-tone database to end skin-tone misrepresentation
With a clear call to action, people are directed to the #ToneProud Campaign Microsite, where they can discover their own skin-tone HEX code—immortalized in the database—and contribute to training and improving TECNO Universal Tone.
Social Media Content
We ignited a sense of pride worldwide, encouraging people to celebrate their skin tones and showcase their natural selves.
