How do you pronounce gif

Correctly

I pronounce it GIF, but it's wrong according to the creator of gif format

Upon accepting the award at the ceremony, Wilhite displayed a five-word slide that simply read, in all caps: "It's pronounced 'jif' not 'gif'". Here, jif refers to the soft g pronunciation.[2] Following the speech, Wilhite told The New York Times: "The Oxford English Dictionary accepts both pronunciations. They are wrong.

source: Wikipedia