Embodiments of the invention are directed to intelligently and dynamically controlling both changes made within EUC applications and the control rules associated with such changes. A similarity index is calculated/assigned for each data entry field (i.e., cell/intersection) and the controls implemented when a changes to data in the entry fields occurs is based on the similarity index. In other embodiments, a change to data entry fields dynamically prompts analysis of the change based on historical approval and/or denial patterns specific to the EUC application, the data entry field(s) and/or the user of the application. In response to the analysis the control rules may be dynamically updated, and applied to the current change. In other embodiments, inputs, such as reviewer's comments, are the basis for determining a need to update existing controls or add new controls associated with data entry field(s) and the conditions associated therewith are determined and applied.