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It's pronounced "gif," not "gif."
Apparently the creator of the format argued for jif. But then again the g stands for graphics.
Honestly this whole argument just shows to me that english is way too inconsistent with it's spelling vs pronunciation. Which is maddening coming from a language where letters correspond one to one to sounds you make.
We should all just go skuh-bah diving with the sharks with lass-ear beams on their heads. Acronyms don't always inherent their original letters' pronunciation, as seen in skoo-buh and lay-zer.
I believe Tom Scott had a video on gif vs jif with good arguments for both. His argument boiled down to what association a person makes when first introduced to the word.
Examples included words like gift (where you say g) and gin (where you say j).
I don't think there is a correct answer, only an answer. Depending on criteria chosen I can make an argument for either pronunciation.