Pitch correction with drastic settings (like the
Atares AutoTune).
Sometimes it's also used to fake the sound of a vocoder.
AFAIR it's not that new. It was heard in the charts just some months as
a plugin for Cubase appeared some years ago (though I do not remember
its name).
It was a very interesting thing to see how long (or short) it lasts
until new technology gets adopted by the users.
Best regards
ce