Skip to main content

Canon’s new automatic flash uses A.I. to perfectly bounce light onto subject

Calling it the the “natural next step” in the evolution of DSLR camera systems, Canon has introduced the 470EX-AI speedlite that promises better flash photographs thanks to, yes, artificial intelligence. Geared toward beginners and enthusiasts looking to learn more about flash photography, the 470EX-AI automates one aspect of on-camera flash shooting that experienced users have long been doing manually: bounce angle.

Recommended Videos

A common mistake novice photographers make when first working with an external flash is to point the flash head directly at their subjects. This leads to what is often called the “deer in the headlights” look and can produce harsh, unnatural shadows. By pointing the flash upwards, the light bounces off of the ceiling and produces a much more natural, softer look with a more even exposure.

Canon’s new AI Bounce technology measures the distance between the flash and the subject, and the distance between the flash and the ceiling to determine the optimal bounce angle. The 470EX-AI automatically tilts the flash head to the correct position, making for what is perhaps the most foolproof flash system yet. The flash is even smart enough to remember the proper bounce angle when switching between portrait and landscape orientations, and will automatically return to that position.

While not geared toward professionals, the 470EX-AI is still a capable flash beyond the AI Bounce tech. It features an optical receiver for remote, off-camera use and a focal length coverage range of 24mm to 105mm (and 14mm when using wide-angle diffuser). Canon advertises a maximum reach of 77 feet in normal mode, based on testing with a 50mm lens at f/1.4 and ISO of 100. Powered by four AA batteries, it acheives a minimum recycle time of 0.1 to 3.5 seconds (depending on power setting) when using NiMH batteries. As with other Canon speedlites, Canon advises against the use of lithium-ion batteries due to heat concerns.

We had a brief opportunity to try the flash using a EOS Rebel T7i. Canon said the flash’s fully automatic mode works with newer EOS DSLR. Older DSLRs, as well as the EOS M mirrorless cameras, will support the flash’s semi-automatic mode, which requires the user to manually adjust certain angles. To activate AI Bounce, you simply double tap (two half-presses) on the shutter button; then, the flash comes to life, automatically measuring the room. If you turn the camera on its side for portraits, the flash automatically repositions itself. Sometimes the flash requires recalibration, but all you need to do is double-tap again. It’s actually enjoyable to play with.

A sensor at the top-right measures the distance from the flash to the subject, and to the ceiling. Image used with permission by copyright holder

The flash was unveiled on February 25 alongside two other new Canon products geared toward beginner and intermediate photographers: the EOS Rebel T7 DSLR and EOS M50 mirrorless camera. The 470EX-AI is slated to be available in April for a price of $400.

Daven Mathies
Former Digital Trends Contributor
Daven is a contributing writer to the photography section. He has been with Digital Trends since 2016 and has been writing…
The best camera phones in 2024: our top 9 photography picks
A person holding the Samsung Galaxy S24 Ultra and Xiaomi 14 Ultra.

In the past decade or so, cameras on smartphones have evolved so much that they can pretty much replace a standalone digital camera for most people. The results you can get on some of the best smartphones these days are just so impressive, and being able to be with you at all times means you'll never miss a moment.

But what if you want the best possible camera phone money can buy? A camera that won't let you down no matter what you're taking a picture of? You've come to the right place. Here are the very best camera phones you can buy in 2024.

Read more
An ace photographer is about to leave the ISS. Here are his best shots
The moon and Earth as seen from the ISS.

NASA astronaut Matthew Dominick is preparing to return to Earth after spending seven months living and working aboard the International Space Station (ISS).

After arriving at the orbital outpost, Dominick -- who is on his first mission to space -- quickly earned a reputation for being an ace photographer. He's been using the facility’s plethora of high-end cameras and lenses to capture amazing shots from his unique vantage point some 250 miles above Earth. Sharing his content on social media, the American astronaut has always been happy to reveal how he captured the imagery and offer extra insight for folks interested to know more.

Read more
Filter-free and fun, the Fujifilm Instax Mini 11 Instant Camera is on sale Right Now for Prime Day
fujifilm instax mini 11 camera prime big deal days

It's 2024, and you’re considering a point-and-shoot camera. Zero judgment here. I miss the good ol’ days of flipping through actual photo albums instead of doom-scrolling on Instagram. You can get back to those days by snagging a (in the ice white color), and it’s the perfect time because it’s on sale. Get it for 24% off during Amazon’s Prime Big Deal Days, but hurry while inventory is going strong.
There’s something magical about having a physical photo right in your hand seconds after snapping the shot, and it adds a fun, retro vibe to moments you want to capture and keep. Plus, having an actual picture to hold and display can be so much more satisfying than just another digital file on your phone. I picked one up two years ago for my eight-year-old daughter, and it’s been an instant hit in our household. And now, at its $59 sale price, I'm definitely going to be stocking up on a few to gift ahead of the holiday season.

How the Fujifilm Instax Mini 11 works
The delightful throwback comes with a FUJINON 60mm lens and an automatic exposure feature that adjusts the shutter speed for the best shot, even in low light. While the picture quality won’t be as crisp as what your smartphone can capture, it’ll still produce a quality image worthy of slapping on a refrigerator.
If selfies are your thing, this camera has a dedicated Selfie Mode (with a mirror). We set up a DIY photo booth for my daughter's birthday party with sticker frames so each kid could go home with a photo souvenir, and it was a total hit.
You can opt to make it a set with a range of accessories to buy separately, like a carrying case, a handy strap, those sticker borders I mentioned, and photo albums to hold the memories.

Read more