How is 'GIF' pronounced? | The Tylt

One side says GIF should be pronounced with a hard 'G'. It stands for Graphic Interchange Format. You wouldn't say 'jraphic,' so why would anyone pronounce it as 'jif'? But in an interview with the New York Times, the creator of the GIF said people who pronounce it with a hard 'G' "are wrong. It is a soft ‘G,’ pronounced ‘jif.’ End of story.” Which side are you on? ¯\_(ツ)_/¯