In at least certain embodiments, the vehicle seat assembly comprises a frame, a seat pad, a trim cover extending over the seat pad and including a release seam adjacent the seat pad, and an air bag assembly within the trim cover. In accordance with this embodiment, the air bag assembly includes an inflator and an air bag inflatable to project outwardly from the seat through the air bag release seam of the trim cover. Further in accordance with this embodiment, the vehicle seat assembly further includes an air bag guide including an inner panel and an outer panel that have outer extremities, and a rigid plastic connector for connecting the outer extremities of the flexible inner and outer panels to each other adjacent the air bag release seam.