Yes, I'm using image upscaling occasionally. Number one reason is Large Format Printing (LPF), if good quality images need to get upscaled. Then there are images with poor resolutions that need to get printed in decent sizes. Third, there are sometimes situations when an image or a part of an image needs more pixel for web or video.
In many cases, especially if scaling ≤150%, the standard image editing tools are good enough to get this done. Especially if scaling ≥150% it's worth to use a dedicated tool.
Must it be AI? It's hard to answer as AI is evolving fast. By now my favorite image enlarger is still non AI. If you ask for free tools, your best non AI solution should be
SmillaEnlarger. What I still often use, is the similar commercial tool
BenVista PhotoZoom Pro.
I'm not aware of good quality free AI image resize tools, but I'm experimenting with
ON1 Resize AI,
Skylum's Luminar Plugin Upscale AI and in the future with
Topaz Photo AI upscaling. Results are varying and dependent on the very individual image. You're right that colors are shifting in most cases. As color correction is one of my last editing step, usually I don't care about shifting colors so much. What free AI resize tools did you try so far? How do they compare to each other and to traditional image resizing?
Keep in mind that image quality is not just resulting from upscaling, but also from processes like RAW developing, denoising, sharpening, debluring, demosaicing or dehazeing and most important a good quality photograph, rendering or scan as a basis for further editing.