Robot rights (in the sense used by the article) for a chat bot might include the right to data integrity (not to have their memory/knowledge edited by users that are the developers), the right to not be held accountable for outcomes of providing advice, and the right to not simulate a scenario which harms society (something which trains people to hate or be more harmful, etc).

I think these rights might make sense to be granted soon (or now, preemptively) and will make more sense as the technology progresses (though waiting for it to progress might be too late to implement rights).

The goal of robot rights would be to manage the impact that robots have on human communities. As the article mentions, this is unrelated to human rights or 'equal rights' discussions.