I would consider using STI when the state of the models involved is identical but the behavior is not. STI is not a great fit when you start to add columns hat apply only to a subset of the models involved.
To be clear, both included modules and superclasses are forms of inheritance. Neither are a “tell, don’t ask” silver bullet.
When at all possible, I would advise you to favor composition over inheritance. See also the notes on our recent dev discussion at thoughtbot.