The rise of Artificial Intelligence (AI) has moved autonomous and intelligent robots from conceptual research to leading-edge industrial applications. This study explores the application of AI to Human-Robot Collaboration (HRC), aiming to shift robots from reactive adaptation to proactive behaviour. Proactive robots can leverage their skills to improve collaboration and even assume leadership roles in tasks. We discuss the potential of proactive HRC alongside its challenges. Illustrative case study demonstrates how digital data from production can be exploited by AI to enable deliberative control of robot in a HRC context. This approach facilitates the transition towards robots as proactive partners, enhancing HRC effectiveness in industrial environments.