Phillip Schofield was left in tears of laughter as his co-host Holly Willoughby let out a bizarre fake chuckle.
Even viewers watching from home flocked to social media to react to the hilarious moment.
Holly's comical outburst came out while the duo were taking part in a demonstration of a new style of yoga - laughter yoga.
It involves fake laughing and is based on the belief voluntary laughter provides similar physiological and psychological benefits as spontaneous laughter.
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The pair took part in doing the exercise while live on air with help from a yoga expert via vwebcam.
But, unsurprisingly, it wasn't long before they both descended into real fits of laughter, with Phil shocked and amused by Holly's style of fake laughing.
While laughing, he said: "Oh my god!... Okay, okay, well we've gone from fake into real [laughter]"
During the segment of the ITV show, Holly asked: "What are we doing? This is my actual job, guys."
Viewers tuning in to the daytime show were also confused by the segment, with many posting their thoughts on Twitter.
One viewer said: "Wtf are we watching?"
Another commented: "Oh god what’s happening to the world! Fake laughing on the tv!!"
A fourth put: "Forced laughter is the worse kind of laughter".
Meanwhile, plenty of others found the segment to be hilarious.
On posted: "Lol @hollywills making me laugh at her laughing."
"Holly's laugh reminds me of Ursulas laugh #ThisMorning" A second added.
Another said: "Holly’s fake laugh is louder than her real one! #ThisMorning"
Someone else put: "Like a fake laugh? Do you have any other Holly? #thismorning"
One suggested: "Laugh-a-long with @hollywills should be a regular item or an app or something. Simply the best!!! #ThisMorning"
