The research described here consists of the transcription and subsequent analysis of the interaction between the researcher and two Chatbots's (conversation robots) used by brands between the years 2017 and 2019 and broadcast on the Messenger Platform (Facebook) for advertising purposes. This analysis will be based on the Theory of Theatricalization of the "I", proposed by Canadian sociologist Erving Goffman, and aims to understand how this advertising tool strengthens the process of anthropomorphization and humanization of brands and ends up strengthening the affective bond between these brands and their public.