ITV This Morning viewers were left scratching their heads as presenters Holly Willoughby and Phillip Schofield erupted in fits of giggles.
The presenting team took part in a demonstration of a new form of yoga - which involves fake laughing.
Laughter yoga is a modern exercise involving prolonged intentional laughter.
It is a relatively new type of yoga and is based on the belief that voluntary laughter provides similar physiological and psychological benefits as spontaneous laughter.
Holly and Phil were encouraged to demonstrate, with the pair descending into fits of genuine laughter in the process.
During the demonstration, Holly said: "What are we doing? This is my actual job, guys."
Viewers were similarly confused by the segment and shared their thoughts on Twitter.
Craig said: "Wtf are we watching?"
Chelsea-Jean said: "What. The. F***. Am. I Watching?!"
Elizabeth commented: "Oh god what’s happening to the world! Fake laughing on the tv!!"
Sarah said: "Anyone else cringing?"
Another viewer added: "Forced laughter is the worse kind of laughter".
But others found the segment to be hilarious.
Kelz said: "Lol [laughing emojis] @hollywills making me laugh at her laughing."
Emma commented: "Aw I love Holly and Phil hahahaha".
And Fi said: "This is mad - but funnily enough it's making me laugh!"
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