Honestly it’s probably most rarely myself, if it’s a fantasy or sci-fi setting. Idk why, maybe I find that kinda boring, maybe I just can’t buy into “me” being useful in those settings.
I mostly go with what my brain thinks is cool, believable, or interested in as a “hero” at the time of starting it.
Calmer, more personal games I definitely model my own likeness (Animal Crossing, The Sims, etc.)
If it's a game that's a bit silly with how it uses its character customization, I think I tend to gravitate towards Celebrity/Character likenesses
In the handful of times I started and dropped Saints Row IV, I started the game modelling Morgan Freeman, then later re-modeled to Bruce Willis, then re-modeled again and finished as Super Mario.
I can also vividly remember, long ago I made the two main Rabbids in Rabbids Go Home, a Barack Obama and a McDonalds Worker. I expertly studied a video guide back in the day to do it since I had no brain power to do it myself.