Canon's New Speedlite Flash Has AI Bounce Technology!

Canon's new Speedlite 470EX-AI Flash is a flash for the 21st century. Anyone who is new to DLSR or Mirrorless camera photography has had that moment where they were in a dark room and needed the use of flash and just blasted the subject with light getting horrible images filled with red eyes. Mastering the use of a flash takes time, that's why you see a photographer with cardboard on their flash and have it positioned at certain angles. They know what kind of bounce they're going to need.


So, what do you do if you're an amateur or enthusiast level photographer and you don't want to go around blinding people at an event with your flash, but you're not quite sure yet how you get the most out of it?

Canon's Speedlite 470EX-AI may help solve that problem. The 470EX-AI has Canon's Auto Intelligence Bounce technology, which takes the guesswork out of using a flash for you. How exactly does it do that? Well, according to Canon the 470EX-AI takes two measurements: the distance between the camera and the subject in focus and the distance between the camera and the ceiling. The flash then dictates on its own the optimal level of bounce and pans or tilts to put it into position.


So, that's great if you're a beginner, but what if you're a pro and you change the horizontal or vertical direction of the camera to fit more subjects? The 470EX-AI remembers the previous bounce angle and restores the flash to its previous position. This sounds like a marvelous tool that makes your life easier, and who doesn't want their life to be easier?

The Canon Speedlite 470EX-AI Flash will be available in April 2018 for around $399.99.

For more information, check out the full press release below:


New Speedlite 470EX-AI Flash Offers Photographers the Opportunity to Enhance The Creativity of their Captured Images

MELVILLE, N.Y., Feb. 25, 2018 - Canon U.S.A. Inc., a leader in digital imaging solutions, is excited to announce the Canon Speedlite 470EX-AI Flash, a revolutionary new flash system designed with entry-level and enthusiast photographers in mind. The one-of-a-kind flash incorporates Auto Intelligent (AI) Bounce technology - engineered to automatically and intelligently configure the most appropriate bounce angle resulting in ideal lighting conditions. The Speedlite 470EX-AI Flash could help alleviate the stigma attached to flash photography as being too difficult, while serving as a gateway for photographers looking to expand their skill set, especially those who recently stepped up from smartphone photography.

"Capturing images and sharing memorable moments that last a lifetime is the goal of photographers of all skill levels. DSLR cameras already feature Autofocus, Auto Exposure and Auto White Balance; the natural next step is an automatic flash system," said Yuichi Ishizuka, president and COO, Canon U.S.A., Inc. "Canon values the opportunity to help entry-level and enthusiast photographers take pictures to the best of their ability, and we are excited to see what images photographers capture using the invaluable and innovative tools we create."

At the core of Canon's Speedlite 470EX-AI Flash is the innovative, new AI Bounce technology. AI Bounce automatically and intelligently determines and dictates the optimal angle of flash based off two distance variables: the distance between the camera and the ceiling, and the distance between the camera and the shooting subject. This technology allows photographers, in particular those who are new to flash photography, to utilize the ideal lighting situation and natural brightness of the room. For more advanced photographers who often alter the horizontal or vertical direction of their camera back and forth, the Canon Speedlite 470EX-AI Flash will remember the previous bounce angle and restore the flash to that position.

Additional features of the Canon Speedlite 470EX-AI Flash include infrared AF assist mode, optical receiver transmission, and flash coverage from 14mm and 24mm to 105mm.

The Canon Speedlite 470EX-AI Flash is scheduled to be available April 2018 for an estimated retail price of $399.99**. For more information please visit,