Beyond the Algorithm: A Perspective on Tackling Bias and Cultural Sensitivity in AI-Guided Aesthetic Standards for Cosmetic Surgery in the Middle East and North Africa (MENA) Region

Citation: Abdulrahman Makhseed, Arian, H., & Shuaib, A. (2025). Beyond the Algorithm: A Perspective on Tackling Bias and Cultural Sensitivity in AI-Guided Aesthetic Standards for Cosmetic Surgery in the Middle East and North Africa (MENA) Region. Clinical Cosmetic and Investigational Dermatology, Volume 18, 2173–2182. https://doi.org/10.2147/ccid.s543045

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Background

Artificial intelligence (AI) is quickly changing cosmetic surgery by helping streamline assessment and planning. In the Middle East and North Africa (MENA) region, the cosmetic market is expected to reach $1.39 billion by 2032. However, because most AI is trained on Western faces, there is worry about the algorithmic bias toward non-Western cultures and features. This review provides a summary of previous studies and a proposed framework to ensure that AI tools are culturally sensitive as aesthetic medicine develops.

Results

Studies show that AI often fails to understand diverse skin tones and features. In the 2016 Beauty.AI international beauty pageant contest, 36 of 44 winners deemed "most attractive" were white, even though thousands of contestants were from diverse ethnic backgrounds.

Biased aesthetic algorithms often negatively affect how people see themselves and their aesthetic goals.

With overrepresentation of Eurocentric faces, AI systems may view these beauty norms as the "default."

"Modern" trends seem to be the lowest category of concern for MENA aesthetic priorities.

Conclusion

A.I. has great power to help plastic surgery, but it must first fix its problem of cultural bias. Without change, A.I. will only recommend European beauty standards and ignore the distinct features and cultural identity of MENA patients. The goal is to make sure A.I. becomes a tool that helps keep cultural identity, not erase it.

Future Directions