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The pronunciation of the first letter of GIF has been disputed since the 1990s.

The most common pronunciations in English are /dʒɪf/ (with a soft g as in gin) and /ɡɪf/ (with a hard g as in gift), differing in the phoneme represented by the letter G.

The creators of the format pronounced the acronym GIF as /dʒɪf/, with a soft g, with Wilhite stating that he intended for the pronunciation to deliberately echo the American peanut butter brand Jif, and CompuServe employees would often quip "choosy developers choose GIF", a spoof of Jif's television commercials.

However, the word is widely pronounced as /ɡɪf/, with a hard g, and polls have generally shown that this hard g pronunciation is more prevalent.