Joel Dommett has signed up to present brand new ITV2 gameshow Hey Tracey! - in which stuck celebrities can get help from a virtual assistant.
High-tech voices such as Apple's Siri and Amazon's Alexa have become a ubiquitous presence on everyday gadgets.
Now ITV2 is tapping in to this phenomenon for a bonkers new entertainment format.
Hey Tracey! will see famous faces compete to win cash prizes for members of the public by answering Joel's unusual questions.
If they can't come up with the answers, players can summon Tracey, the show's very own virtual assistant.
Tracey will connect them to help from real-life experts, ranging from massage parlours and piano tuners to equine dentists and roadside burger vans.
However, Tracey is not Silicon Valley artificial intelligence, but a "sixth-form technology coursework" project who enjoys "tucking into a pie or painting her nails".
Therefore, the contestants' lifeline is "less phone-a-friend, more like comedy cold calling".
The idea comes from production company Dr Pluto, founded by Release The Hounds co-creators James Abadi and Sam Pollard.
James said: "We felt Siri and Alexa were a bit smug so decided to invent a virtual personal assistant who was daft but brilliant fun.
"We’re delighted to have been given this opportunity, and look forward to delivering a great show."
Joel commented: "I’m super happy to be hosting new show ‘Hey Tracey’ for the sweet legends at ITV2. It feels really fresh and funny while also making you squirm with awkwardness.
"I heavily campaigned to call it Hey Joel, but apparently I’m not famous enough and doesn’t work for the format. I can’t wait for everyone to see it - it’s gonna be a blast."
Hey Tracey! is Joel's first major presenting role, although he's a familiar face to ITV2 viewers.
The comedian now hosts I'm A Celebrity spin-off Extra Camp after finishing in second place as a contestant on the 2016 series.
He was a team captain on short-lived panel show Reality Bites and has appeared on Celebrity Juice.
The first series of Hey Tracey! is due to air later this year.