The company works with various agencies in different markets, including OMD in the UK and in several other regions.
A spokeswoman for GE said: "GE has been very satisfied with the performance of our media agencies. The decision to review our media business is a regular part of GE’s efforts to continuously improve our effectiveness and efficiency, and ensure we continue to be a progressive and forward-thinking company."
GE is the fourth-largest public company in the world, according to the Forbes 2000 list, and its business spans electrical and energy services, aviation, healthcare, water treatment, medical imaging and finance.
It spent £3m on UK media for its brand advertising in 12 months to the end of September 2012, and a smaller amount, £348,000 on its GE Capital finance business, according to Nielsen.
Abbott Mead Vickers BBDO handles GE's creative advertising account in the UK and is not thought to be affected by the review.
Last year, AMV BBDO created work for GE's sponsorship of the London 2012 Olympic Games. Print and outdoor ads showcased its scanning technology through CGI images and photographs of athletes in action, including gymnast Beth Tweddle and Paralympian sprinter Jonnie Peacock.
GE technology was used in all official Olympic competition venues and commercial buildings, totalling more than $100m (£64.4m) in sales according to the company.
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