Heya,
I prefer to use ambient when possible, usually becasue there's a mood or something from it you want to retain (like color). Unless you have multiple lights to spread around and create ambient light with (like some do), incoporating ambient will give it a more natural look. If you stomp out ambient and flash the subject, it looks flashed. If you have ambient, and you blend flash with a gel to have similar temps (it doesn't have to be equal, simply similar), it will look more natural, less like flash, and you can even use direct flash this way as fill with similar temps and get a natural look.
This also applies to outdoor ambient. Flash is approximately 5200K +/- a few hundred, which is close to day light temperature. Early morning is more blue. Late evening is more gold/orange. So using gels to match your flash temperature to outdoor ambient also applies here, so that your warm sunny golden hour photo doesn't have a warm ambient and a cold blue flashed subject. I use 1/4th CTO commonly for this to warm it up and blend ambient to flash in that situation. You can also use gels to do creative things, like create blue skies with a natural temp subject, etc. Gels also allow you to color a background to take advantage of a sterile looking enironment and add pop.
Very best,