Saudi Arabia, 2 Dec 2025 – TECNO, the AI-driven innovative brand, today announced the successful completion of a joint research project with the University of Leeds and Dar Al-Hekma University. The initiative was dedicated to overcoming the challenges of accurate skin tone reproduction in Middle Eastern environments by providing a systemic, locally tailored imaging solution.

This initiative marks a significant step in TECNO’s “Glocalization” strategy, delivering truly inclusive and tailored imaging experiences for the region.

Tackling Regional Challenges, Defining a New Standard in Saudi Arabia

Smartphone cameras face distinct difficulties in the broader Middle East, where unique environmental and lighting conditions require highly localized calibration. TECNO’s research further revealed that the local skin tones are far more diverse than previously recognized, ranging from fair to deep, demanding unprecedented precision and inclusivity from imaging algorithms.

“There exists a common stereotype regarding skin tones in the Saudi region, but our in-depth study revealed a far broader and more diverse spectrum than generally perceived,” said Professor Kaida Xiao, Professor in Color and Imaging Science in the School of Design at the University of Leeds.

“Saudi Arabia is a nation rich with a beautiful spectrum of skin tones. What is remarkable is that TECNO is the first and only smartphone brand to conduct dedicated research here to truly understand and celebrate this diversity,” stated Professor Ahmed Nasseraldin, Assistant Professor at Dar Al-Hekma University.

Three Key Research Breakthroughs

Leveraging the tripartite expertise, the research has significantly empowered the local calibration of TECNO’s Universal Tone technology for Saudi Arabia, yielding three key breakthroughs:

1. A Localized Skin Tone Database and Benchmark: The team collected 1,794 authentic skin tone samples within Saudi Arabia, leading to the development of the industry’s first custom multi-tone color card specifically for the Saudi market.
2. A Dedicated AWB Algorithm for Saudi Arabia: By systematically capturing Saudi-specific daylight and artificial light spectra and integrating the new skin tone database, the team developed a new generation Automatic White Balance (AWB) algorithm for portrait photography.
3. Defining “Authenticity” Through Scientific Measure: Through rigorous psycho-visual experiments, the project established clear parameters for what Saudi consumers perceive as “real and acceptable” for skin tones, transforming subjective notions of authenticity into a measurable, industry-applicable standard.

TECNO Universal Tone: A Continuing Commitment to Authentic Imaging

This study builds upon TECNO’s ongoing commitment to multi-tone imaging innovation through its AI-powered Universal Tone technology, introduced in 2023. As the only player in the industry that engages in deep collaboration with both international and regional academic institutions, TECNO is committed to building comprehensive skin tone databases and calibration capabilities.

For consumers, this means clearer, more authentic images in which their own skin tones and individuality are accurately reflected. The research findings will be applied to the future generation CAMON 50 Series, enabling the technology to more accurately capture the skin tones of Saudi consumers for more authentic representation.

This initiative aligns closely with the goals of Saudi Vision 2030 to foster a vibrant society that honors heritage while embracing modernity. By developing imaging technology that accurately and respectfully represents the beauty of Saudi people and culture, TECNO supports the Vision’s emphasis on cultural pride and progress.