There are tons of obviously good uses for this, but maybe my favorite is that you can set them to become warmer after sunset to help maintain your circadian rhythms, and then dim as a reminder to start winding down for bed (and of course you can use them as an alarm to wake you up "with the sun" in the morning).
They’re expensive, but I use the Hue full-color system from Philips. Really easy to set schedules from my phone, though I also highly recommend getting physical Bluetooth(?) wall switches (and these little things for locking your regular switches in the on position).
Important note: if you’re interested in color, always select lights that are rgb+w — if they’re not capable of “white” you’ll never get that nice warm calming glow reminiscent of an incandescent bulb.
As an example: the ones on the left are the Twinkly curtain rgb+w curtain lights and the ones on the right are a test I got with the Twinkly rgb string lights (the only option in the size I needed). There are “16 million” colors to choose from, but without the white spectrum, none were what I was looking for (#FFCA64 if you have Twinkly lights and are looking for a nice warm white).