Helping to reduce the intimidation of flash photography, the Speedlite 470EX-AI from Canon is a unique on-camera light featuring Auto Intelligent Bounce technology. This function measures the room you are working in, along with the set focus distance, in order to automatically tilt and rotate the flash head to produce even, diffuse, and clean bounce flash results. This function can be used in full-auto mode, where the flash automatically determines all settings, or in semi-auto mode, where you can set the angle of the flash and it will automatically rotate depending on the specific camera position or orientation in use.