Canon Breaks New Ground with World's First Speedlite with New AI Bounce Technology
    The 470EX-AI pushes frontiers in technology with its revolutionary Auto Intelligent (AI) bounce flash feature

    SINGAPORE, 26 February 2018 – Canon today announced the latest addition to its speedlite lineup - 470EX-AI, the world's first flash equipped with an Auto Intelligent (AI) bounce function¹. Designed to meet the versatile needs of photography enthusiasts, whether they are new to flash photography or advanced users, the 470EX-AI's smart AI bounce technology automatically controls the way light is distributed to eliminate harsh shadows, especially for portrait photography.

    With the option of toggling between full-auto² and semi-auto modes on the 470EX-AI, even amateur photographers will find flash photography a cinch to master and acquire a sense of accomplishment in achieving soft and natural looking photos effortlessly.

    Employing a guide number of 47, the flash also ensures a high degree of lighting to cover a wide range of subjects and distances.

    "Innovation is at the heart of Canon's business, and we are excited to introduce the 470EX-AI with ground-breaking AI bounce technology. The new 470EX-AI excels in automating the bounce flash technique, making it the desirable flash of choice for users to capture superb quality pictures with softer and natural lighting", said Edwin Teoh, Head of Marketing, Singapore Operations, Canon Singapore. "Coupled with the full-auto and semi-auto modes, the 470EX-AI empowers photographers to harness the use of flash illumination to achieve captivating images with ease."

    AI Bounce for effortless illumination
    Bounce flash shooting is a common flash photography technique used to capture and illuminate a subject with soft and natural lighting. Especially useful in indoor settings, the flash is pointed away from subject, typically up or at an angle, reflecting off a wall or ceiling. This technique bounces the light to soften it before it hits the subject, diffusing the light for a more natural brightness. Users new to flash photography may find it challenging to get the optimal angle due to the versatility of bounce flash. With the smart AI bounce technology, the new 470EX-AI enables users to capture the best shot by determining the optimal bounce angle automatically.

    A step up from conventional flashes, the 470EX-AI is equipped with a motor, an acceleration detection sensor, and a distance measurement sensor. These elements enable the AI bounce function and users can choose between two modes: full auto or semi-auto.

    In full-auto mode, the flash finds the optimal bounce angle, making it perfect for beginners to capture the best lighting with ease. Through technology that measure its distance from the subject and the ceiling, the 470EX-AI eliminates the need for users to figure out the optimal bounce angle for the most natural lighting. Based on the calculations, the flash head will automatically move into place, and users just have to press the shutter button to capture the perfect shot.

    The semi-auto mode is well suited for intermediate and advanced users, who prefer to customise and preset the bounce angle preference to focus on their photography composition. In this mode, the 470EX-AI will lock the preset bounce angle and the flash head will automatically move into place accordingly, regardless of horizontal (landscape) or vertical (portrait) camera orientation. Under a different set of lighting conditions, users can easily alter the bounce angle, by simply pressing the "ANGLE SET" button on the side of the flash head to lock the new angle.

    User intuitive features for seamless operability
    When using flash to shoot with an ultra-wide-angle lens, peripheral areas of the image may often appear underexposed due to the vignette effect. To address this issue, the 470EX-AI's built-in wide panel is able to expand light distribution to an area as wide as that of a 14 mm wide-angle lens (with 35mm full-frame sensor). This would result in an even distribution of light across the entire image.

    Coupled with the bounce adaptor attachment SBA-E4, users can easily capture their subject under soft lighting without shadow. The bounce adaptor disperses and softens the illumination and suppresses shadows around the subject, creating a diffused, soft lighting that is perfect for portrait shots.

    By enabling the shutter to be released at a higher speed than the flash sync speed, users can capture photos with a wide aperture to achieve beautiful background blur while maintaining a sharp focus on the subject. This is also complemented by the high-speed sync feature, which is especially useful when shooting in backlit conditions to avoid a dark foreground.

    Equipped with the flash exposure select dial, adjustments to flash exposure can be made directly on the flash unit. The 470EX-AI is also capable of wireless flash shooting. It functions only as a receiver unit, and can be triggered by pulsed optical light from either another Canon speedlite with wireless master function, or an EOS camera with Integrated Speedlite Transmitter.

    Pricing and Availability
    The pricing and availability of the 470EX-AI will be advised at a later date.

    Specification Summary
    470EX-AI


    Guide Number (ISO100, in meters / ft.): 47 / 154
    Zoom range: 24 - 105mm
    Flash coverage angle: 14mm³ to 105mm
    Bounce function: Auto / semi-auto / manual / slave
    Bounce angle: 120 degree upward, 180 degree horizontally (left and right)
    Wireless flash function: Optical transmission (Receiver)
    Power source: 4 x AA size alkaline / Ni-MH batteries

    1 The "AI bounce function" is a function that automates bounce photography with the flash. There are two modes: "AI.B full auto" and "AI.B semi auto".
    2 AI.B full-auto mode is not supported on EOS cameras sold up until 2014 1H, as well as the EOS 1500D, EOS 1300D, EOS M6, EOS M5, and EOS M3.
    3 With wide panel use

    About Canon Singapore Pte. Ltd.
    Canon is a global leader in photographic and digital imaging solutions. Canon Singapore Pte. Ltd. is the headquarters for South & Southeast Asia driving sales, marketing and service strategies. Besides handling the domestic market, the company covers 22 other regions including subsidiaries in India, Malaysia, Thailand and Vietnam. The parent company Canon Inc. has a global network of close to 300 companies and employs close to 200,000 people worldwide. It is dedicated to the advancement in technology and innovation and commits more than 8% of its total revenue each year to R&D. Canon is consistently one of the top few companies to earn the most number of patents over the last 20 years. As a Fortune Global 500 company, Canon is guided by its kyosei philosophy that focuses on living and working together for the common good.

    More information is available at www.canon.com.sg.