Well, it is pronounced with a soft ‘G’. Yes folks, it is pronounced as “JIF”. Why? Because the inventor of GIF, Steve Wilhite, said so. And I think it is fair to say that if you are the inventor of a popular image file format, you have the rights to say how to pronounce it. He even use a GIF to remind us it is pronounced as “JIF” when accepting the lifetime achievement award at The Webby Awards recently.