In the real world, the rule can be nothing more than a belief that is applied by individuals in their decision making. One can easily see how this could lead to a wide range of perverse outcomes, primarily because the idea of a 'utility function' is not a real thing in the world and cannot be universally calculated.
1. If you discover that you're so bad at predicting the consequences of your actions that always following the rules would produce better outcomes, then the good utilitarian thing to do is to give up on your own judgement and follow the rules.
2. If you discover that people you convince to follow utilitarianism end up in situation #1, then the good utilitarian thing to do is to lie to people about your beliefs and convince them to just follow the rules.