The director, famous for high-octane films like Armageddon, Bad Boys and Pearl Harbor appeared at the Consumer Electronics Show in Las Vegas for Samsung.
He was due to promote their new curved, ultra high definition 105-inch TV sets, and show a clip from his new film - the latest in the Transformers franchise.
He was only on stage for one minute though as he became flustered during a scripted conversation about the product with the firm's executive vice president Joe Stinziano.
When Mr Stinziano prompted him to "tell us what you think", Bay said he would "wing it" before apologizing and walking off stage.
He later took to his blog to say that live shows "aren't my thing".
The Transformers director wrote: "Wow! I just embarrassed myself at CES.
"I was about to speak for Samsung for this awesome Curved 105-inch UHD TV.
"I rarely lend my name to any products, but this one is just stellar.
"I got so excited to talk, that I skipped over the Exec VP's intro line and then the teleprompter got lost.
"Then the prompter went up and down - then I walked off. I guess live shows aren't my thing."
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