Since it's near the bay window, it's almost certainly a humidity and condensation problem - acoustic paint is super sensitive to that, especially if the room isn't well ventilated. Before you repaint anything, you really need to fix the humidity issue or it'll start flaking again in a few months. For touch-ups, technically you can just repaint the flaking areas, but it's a pain to do properly because acoustic paint is fragile and the result might not match perfectly with what's already there. If the flaking stays limited to that area, you could try repainting locally once you've really improved the ventilation, otherwise you're gonna have to accept a patchwork look or rethink the ceiling completely.