Tecno Launches ToneProud Campaign to Address Skin Tone Bias in Smartphone Cameras

Tecno has launched the ToneProud campaign to tackle skin tone bias in smartphone cameras and imaging technology, aiming to improve representation and inclusivity in mobile photography. Through this campaign, Tecno is working to bring attention to skin tone diversity and ensure that AI-powered cameras accurately represent the full range of human skin tones. This initiative builds on Tecno’s previously launched Universal Skin Tone technology, which plays a key role in achieving fairer, unbiased imaging results.

At the heart of the ToneProud campaign is Tecno’s new 268-skin tone database, which assigns specific color codes to individual skin tones. By integrating scientific data collection, Tecno hopes to create technology that captures and appreciates a wide spectrum of human skin tones, particularly in emerging markets where this inclusivity has often been overlooked. In its press release, Tecno cited a 2018 study by MIT and Stanford University that found skin-tone bias in certain commercial AI systems, highlighting the need for improved data and technology in the mobile photography space.

The ToneProud campaign seeks to educate users about this bias and invites them to actively participate. Through the campaign’s website, 268toneproud.com, users can determine their own skin tone using the front-facing camera of their smartphones. The system provides a skin tone in a unique hex triplet color code, developed in collaboration with color science experts. This accurate skin tone identification technology is part of Tecno’s Universal Tone, designed to enhance camera software’s ability to recognize and capture the diverse range of skin tones.

Involving well-known personalities, Tecno has brought on celebrities like Anggun from Indonesia, Fatima Al-Banawi from Saudi Arabia, Nigerian artist Johnny Drille, and Polish actress Ewa Kepys as campaign ambassadors. While these public figures help bring visibility to the campaign, Tecno emphasizes that the real impact lies with everyday people who can contribute to building this diverse database. Each entry into the 268toneproud.com system feeds into Tecno’s database, improving the AI skin tone software’s accuracy and representation for future models.

Tecno’s #ToneProud campaign aims to create a shift in smartphone imaging that will benefit users worldwide, ensuring that skin tone diversity is acknowledged and celebrated in AI-powered camera technology. Through ongoing data collection and engagement, Tecno hopes to bring about more equitable and accurate mobile photography experiences for everyone.