Camera flashes aren't normally the sexiest products, but Canon has made its Speedlite 470EX-AI a lot more interesting by using artificial intelligence. As photographers know, you're better off bouncing a flash off a wall or ceiling to best flatter subjects, rather than pointing it directly at them. Figuring all that out can be a pain, however, which is where Canon's "AI Bounce" tech comes in. By calculating the distance between the camera, ceiling and subject, it lets beginning photographers "utilize the ideal lighting and natural brightness of the room," Canon explains.