I'm currently working on something, "using AI" (read: the ChatGPT API), and it's coming out perfect in a way I couldn't have done without this API, but I also couldn't have done at work; there are too many efficiencies involved when you're making software for yourself.
For one thing, the feedback loop between implementation, UI and UX is a dot instead of a loop. For another, I'm infinitely willing to sympathize with my user, and will take all of their suggestions as if they were gospel. And my budget, while not infinite or even large, is extremely generous.
I guess it's also worth mentioning people whose recent pet projects became their main project, the most salient of whom, for me, is AngeTheGreat on YouTube (https://m.youtube.com/@angethegreat).
There's something to be said for dogfooding first, then releasing something.
I also deliberately choose not to do things that I don't like (like content marketing) even though they'd for sure bring me more revenue. It has to be enjoyable because otherwise it'd be just another job.