Arran Squire, the co-creator of sex robot Samantha, appeared on the ITV show to explain the benefits of sex with the artificial intelligence doll.
"We're not trying to replace women," he explained. "It can help people enhance their relationship.
"I don't know how much you know about sex dolls, but in general it's like real skin and it's engrained with textures."
However, host Phillip Schofield, 55, was unsure, telling Arran that he touched her arm and it was "unnerving" as it felt like a "corpse".
Arran introduced Samantha the sex doll to This Morning
Holly was mortified when Arran revealed the toy has a "family mode"
Co-host Holly, 36, was more concerned about how one could be discreet with such a large sex aid being difficult to conceal.
The owner shocked the This Morning team as he revealed that Samantha has a "family mode" during which she can tell jokes, discuss politics and engage in philosophical debates.
It was too much for Holly who cried out, "don't", as Arran admitted that his kids ask for Samantha when she is gone.
Viewers were completely horrified by the sex toy, taking to Twitter to air their views.
One wrote: "A sex doll with a 'family mode' - I am mortified!!'
Another said: "Man with a sex doll on This Morning and his wife is there. Oh and the doll has a family mode to be around their children weird." (sic)
A third agreed, adding: "His poor kids will be traumatised when they're older that they've played with their parents sex doll."
This Morning airs weekdays on ITV from 10.30am.