A vehicle seat assembly includes a seatback with a seatback frame having a first frame member with forward and rearward edges relative to the seatback being in an upright orientation. An airbag is positioned along an outboard lateral side of the first frame member and is deployable from a stowed orientation to a deployed orientation from the outboard lateral side of the first frame member such that in the deployed orientation at least a portion of the airbag is located forward of the forward edge of the first frame member. A guide member is non-movably coupled to the first frame member. The guide member deflects a portion of an occupant of the vehicle seat assembly toward the airbag forward of the forward edge of the first frame member with the airbag in the deployed orientation in response to a lateral impact event.