Picture this: You’re watching the latest episode of The Good Place, and you’re really obsessed with Elenor’s top. Like, you would totally buy that shirt online were the link available. Then, a message pops up on the TV, prompting you to scan the screen with your phone to — you guessed it — buy the top.

Yes, this is a real thing. It’s called “ShoppableTV,” and NBCUniversal plans to roll out this in-show shopping experience across most of its networks over the coming months, including NBC, NBC Sports, Telemundo, Bravo, E!, CNBC Prime, and USA Network.

The whole concept is exactly as Black Mirror as it sounds. During regular programming, viewers will see an alert for an “On-Air Shoppable Moment.” Hold up your phone camera to the screen at that moment, and it will take you directly to a marketer’s site for purchase. It’s unclear how obtrusive the alert will be, oof, this is a lot.

If you’re still a bit unclear about ShoppableTV, NBCUniversal also released this brief explainer video.

Whether you think this new way of shopping is super cool or hella creepy, there’s no denying that it marks a brand-new era of advertising.

Photo: NBCUniversal