The World’s First Flash Equipped with Auto Intelligent Bounce Technology – The New Canon Speedlite 470EX-AI Brings Exceptional Flash Photography Experience


    HONG KONG, 04 May 2018 - Canon proudly announces that the new Speedlite 470EX-AI is now available for sale with suggested retail price of HK$3,480. It is the world’s first flash equipped with a unique and innovative AI Bounce (AI.B) Function1 with Full-Auto and Semi-Auto bounce flash modes available. With the ability to measure the shooting environment and maneuver the flash head position automatically through precise calculation to set the optimal bounce flash angle, as well as adjusting the bounce angle when the camera orientation is changed, Speedlite 470EX-AI takes the fuss and uncertainty out of flash photography. From photo beginners learning how to use flash, to advanced amateurs looking for higher efficiency in operating bounce flash photography, Speedlite 470EX-AI is a must-have for capturing high-quality indoor portraits or event photos.

    Revolutionary flash innovation – AI Bounce
    Canon’s AI Bounce function automates bounce flash photography within the flash. Built-in with a dedicated and powerful CPU, twin driving motors, an acceleration detection sensor and a distance measurement sensor, Speedlite 470EX-AI provides an "AI. B Full-Auto" mode2 for beginners and an "AI. B Semi-Auto" mode for advanced users.

    The “AI. B Full-Auto” mode is the best solution for beginners who wish to use bounce flash technique easily. This never-before-seen innovation can ensure automatic selection of the optimal bounce angle under different environments through precise calculation. Simply with a press of the “AI. B” button on the back, Speedlite 470EX-AI will use a pre-flash to measure the distances to the subject and to the ceiling respectively in a split second, then calculate based on the results of distance measurement to select an optimal bounce angle 3 that provides natural, flattering illumination for portraits without unwanted shadows. It removes the time needed to evaluate the shooting environment and reposition the flash head manually, empowering photographers to capture high-quality indoor portraits quickly and efficiently. When the camera orientation is changed (e.g. from horizontal to vertical shooting), by half-pressing the shutter release button twice the built-in twin driving motors will adjust the flash head to the pre-calculated bounce angle, thus ensuring consistent bounce flash effect for both horizontal and vertical shooting.

    The flash will adjust the flash head automatically to the set angle when the camera orientation is changed

    For those with greater experience in bounce flash photography, the "AI. B Semi-Auto" mode allows users to manually adjust the flash head to a desired angle based on experience and set the bounce angle by pressing the “ANGLE SET” button on the side. When the camera vertical/horizontal orientation is changed, users can half-press the shutter release button twice to adjust the flash head automatically to the set bounce angle, eliminating the need to readjust manually for each shot during the course of shooting. Users can also personalize the control through the Speedlite’s personal function (P.Fn-08) to adjust the flash head by only half-pressing the shutter release button once, or set it to “Auto” for automatic adjustment. The flash head can be rotated 180 degrees left or right as well as 120 degrees upwards, offering greater flexibility in angle adjustment. “AI. B Semi-Auto” mode can ensure consistent lighting effect and is crucial for photographers who need to regularly alternate between landscape and portrait orientations.

    Powerful and reliable performance that supports your creativity 
    Speedlite 470EX-AI harnesses the power and reliability of Canon’s flash technology to deliver incredible illumination for diverse lighting scenarios. It supports E-TTL II / E-TTL autoflash4 and Manual Flash. The flash has a powerful flash output with maximum Guide No of 47 (meter; ISO 100; 105mm) to support bounce flash shooting in large venues or in complex shooting scenarios where all subjects need to beautifully lit. The impressive wide flash coverage - from 24mm to 105mm - and 14mm possible with the built-in wide panel5, provides a flash distribution extensive enough to illuminate shots captured with an ultra wide-angle lens. This is a particularly beneficial feature for users who need to capture group shots.

    Speedlite 470EX-AI adopts silent recycling design with fast recharge time and provides “Quick Flash” function. It also supports “Light Distribution” function as found in the flagship Speedlite 600EX II-RT for flexible flash coverage adjustment on how diffused or concentrated the light is, facilitating easy creation of creative fall-off effect or even distribution of light across the whole image.

    With 10 custom functions and 9 personal functions, Speedlite 470EX-AI offers complete creative control as users can personalize the settings in pursuance of capturing beautiful and unique shots. The optical transmission wireless flash “Receiver” function allows Speedlite 470EX-AI to function as an off-camera flash unit when used with a Speedlite or EOS DSLR camera with optical transmission wireless flash “Sender” function6. This is perfect for photographers aiming to develop and create their own lighting style. The dot-matrix LCD panel, the shortcut buttons and the Select Dial provide an intuitive interface to guide photographers to easily navigate the flash settings and provide fast access to those settings. As for accessories, the bundled bounce adaptor SBA-E4 can be clipped onto Speedlite 470EX-AI to deliver softer illumination, allowing for much more radiant portrait shots.

    Easy-to-use interface

    The bundled Bounce Adaptor

    The bundled soft case for storage of the Speedlite and all accessories

    The new Canon Speedlite 470EX-AI is available for sale now. Suggested retail price is HK$3,480.

    1 As of 25 February 2018, researched by Canon. AI stands for Auto Intelligent. The "AI Bounce function" is a function that automates bounce flash photography with the flash
    2 As of 25 February 2018, EOS digital cameras compatible with "AI. B Full-Auto" mode: EOS-1D X Mark II, EOS 5D Mark IV, EOS 5DS/5DS R, EOS 6D Mark II, EOS 7D Mark II, EOS 80D, EOS 77D, EOS 800D, EOS 760D, EOS 750D, EOS 200D and EOS M50 (with custom control set). EOS cameras launched in first half of 2014 and before as well as EOS 1500D, EOS 1300D, EOS 3000D and EOS M5/M6/M3 do not support "AI. B Full-Auto". For models which are not listed, please use "AI. B Semi-Auto" mode or control the bounce angle manually
    3 If the distance to the ceiling is 7m or more (approximate value) or the shooting angle exceeds approximately 60° upward or 60° downward, the auto bounce functionality will be set to normal forward position. The bounce angle must be re-configured if the shooting environment changes (for example the distance from subject or ceiling changes)
    4 E-TTL II autoflash is applicable to EOS cameras that support E-TTL II metering only
    5 "AI. B Full-Auto" is not available when the wide panel is used
    6 Requires Speedlite 600EX II-RT/ 600EX-RT/ 580EX II/ 580EX/ 550EX/ 90EX, Macro Twin Lite MT-26EX-RT, Macro Twin Lite MT-24EX, Macro Ring Lite MR-14EX II, Macro Ring Lite MR-14EX, Speedlite Transmitter ST-E2 or the Integrated Speedlite Transmitter of EOS 7D Mark II/ 7D/ 80D/ 70D/ 60D/ 77D/ 800D/ 760D/ 750D/ 700D/ 650D/ 600D as "Sender"

    About Canon Hongkong Company Limited
    Canon Inc. (TSE:7751 / NYSE:CAJ) was founded in 1937 in Japan. Its predecessor, Precision Optical Instruments Laboratory, produced Japan's first 35 mm focal-plane-shutter camera “Kwanon” in 1934. Canon Inc. eventually expanded into the photocopying and printing industries, launching Japan's first plain-paper copier NP-1100 in 1970 and the world's first inkjet printer BJ-80 in 1985. Through the years, Canon Inc. has acquired in-depth experience in digital imaging product manufacturing, and research and development. It i s a leader in the development of innovative products and holds the most technology patents in the imaging industry. Canon Inc. also makes a significant contribution to the promotion of photography. Today, Canon Inc. has a strong global presence and is one of the most important market players in the imaging, office and industrial product categories. As of 31 December 2017, Canon's global revenue was US$36.1 billion.

    One of the company’s first offices in Asia, Canon Hongkong Co., Ltd. (CHK) was established in 1971. It is responsible for the sales, marketing and after-sales services for all Canon product lines in Hong Kong and Macau. CHK adheres to Canon’s corporate philosophy of “kyosei”, which encourages the company and its staff to participate in social, charitable and environmental activities in the community. CHK implements internationally-recognized management systems and has achieved ISO 9001, ISO 14001, ISO 27001 (Canon Digital Production Center) and OHSAS 18001 certification. For more information about Canon Hongkong, please visit our website:


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