You have to see it to believe it. Canon's new 470EX-AI Speedlite has built-in artificial intelligence (AI), so that even if you don't know what a perfect bounce flash is, it will do it for you. At the end, you will get a perfect, naturally exposed image.
When I watched the video, I didn't expect the flash head to turn on its own. It has a built-in motor and is able to turn to a position at which the light will bounce back to the subject, providing a perfect exposure. Even if you don't know where to aim the flash, the 470EX-AI is able to learn on its own. Once ready, it will turn automatically regardless of your camera's orientation.
The flash is compatible with E-TTL and E-TTL II, which means if you put it into a fully automatic mode, it will be almost like a point-and-shoot, but with a natural looking light, even if you don't know what you are doing.
With this release, Canon aims for new photographers just starting to use speedlights, but these features also take one more thought process out of any professional photographer's shoot just the same. If you are a more advanced photographer, you can use it full manual mode by controlling the head movement and exposure settings.
Canon's 470EX-AI Speedlite has also a semi-automated mode where you point it to an angle where you think the flash bounce will work best and tell the flash to remember that angle. When you shoot in a portrait or a landscape mode, half-pressing the shutter twice will tell the head to turn to that angle in relation to your camera's orientation.
The flash will be available by May, 2018, and is now available for pre-order at $399.
What do you think? Will this new flash also help professionals who need to capture portraits quickly and accurately such as the wedding photographers and photojournalists?