One of the reasons why external flash units are so much better than built-in flash is due to its ability to angle the flash. Given that it is generally not advised to use flash directly on the subject, angling it means that photographers can bounce light off surfaces like reflector boards, the wall, or ceiling, thus creating a softer and more natural look.

However unless you’re a seasoned professional, how would you know which is the best angle? That’s the kind of guesswork that Canon wants to remove from the equation, and have since introduced the Speedlite 470EX-AI Flash. This is a flash unit that’s unlike any other in the market, simply because it relies on AI to try and figure out the best angles for the current scene.

According to Canon, “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.”

The company claims that this is meant to encourage aspiring photographers to start dabbling in flash photography without feeling like it is too difficult. If this sounds like something you might be interested in, the Speedlite 470EX-AI Flash will be priced at $400 and will be released this coming April.

Filed in Photo-Video. Read more about and .