In various embodiments, a device classification service uses an initial device classification rule to label each of a set of endpoint devices in a network as being of a particular device type. The device classification service identifies a particular attribute exhibited by at least a portion of the set of endpoint devices and was not previously used to generate the initial device classification rule. The device classification service generates one or more new device classification rules based in part on the particular attribute. The device classification service switches from using the initial device classification rule to label endpoint devices in the network to using the one or more new device classification rules to label endpoint devices in the network.
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