The increase in customization is pushing companies to use more advanced automation technologies in their production lines. Yet, assembly operations are predominantly performed by humans because of their ability to be flexible. The emergence of industrial collaborative robots provides an opportunity to have robots work alongside humans in a flexible and collaborative application. The aim of this study is to explore the industrial collaborative robot capabilities in a collaborative application compared to traditional robot applications. This interview study draws data from four companies with experience in industrial collaborative robot applications. The companies involved in this study experienced that there are several benefits of using an industrial collaborative robot but challenges still exist, in particular related to usability and the robot integration process.