CompuServe engineer Steve Wilhite is adamant that GIF is pronounced "jif" and while many believe being the inventor of the format gives him that right, it's a (sometimes hilarious) subject of contention. Interestingly though, Wilhite isn't really the inventor of the GIF—his version of a GIF played just once, and it was actually Netscape who added the ability to loop animations, in 1995. In his article for Medium, Andy Baio argues that by now it doesn't matter who invented the format—as the wondrous GIF has taken on a life of its own and belongs to a culture, not an individual. Long live the GIF! However you pronounce it.