In social and service robotics, complex collaborative tasks are expected to be executed while interacting with humans in a natural and fluent manner. In this scenario, the robotic system is typically provided with structured tasks to be accomplished, but must also continuously adapt to human activities, commands, and interventions. We propose to tackle these issues by exploiting the concept of cognitive control, introduced in cognitive psychology and neuroscience to describe the executive mechanisms needed to support adaptive responses and complex goal‐directed behaviors. Specifically, we rely on a supervisory attentional system to orchestrate the execution of hierarchically organized robotic behaviors. This paradigm seems particularly effective not only for flexible plan execution but also for human–robot interaction, because it directly provides attention mechanisms considered as pivotal for implicit, non‐verbal human–human communication. Following this approach, we are currently developing a robotic cognitive control framework enabling collaborative task execution and incremental task learning. In this paper, we provide a uniform overview of the framework illustrating its main features and discussing the potential of the supervisory attentional system paradigm in different scenarios where humans and robots have to collaborate for learning and executing everyday activities.