I'm going to answer this question in a broad manner, since you haven't mentioned what your current business is about and why you want to pivot. If I were you, I'd talk to other founders who have been through the same quandary at some point, maybe someone who's in a similar industry and a few years ahead of you.

Creative services and agencies are ripe for disruption. My view is that they are going to be replaced by product and venture builders. But knowing what product or venture to build is not simple—if you are already running a creative services company, it may be worthwhile talking to your clients to see what their top challenges in the field are. Don't start thinking about a solution just yet. Identify the problem worth solving first.

I'll be happy to chat in more detail if you'd like. I work with and advise deep-tech companies at Entrepreneur First and would love to spend some time talking about mental models you can use (and when not to use them).